Nike
Comms Plan
'So Win'
Nike’s Super Bowl ad “So Win” features a series of powerful moments from top female athletes like Sha’Carri Richardson, Caitlin Clark, A’ja Wilson, and Jordan Chiles. Throughout the video, a voiceover repeats the kinds of things women in sports are often told, what they can’t do, how they should act, and the expectations placed on them. As the athletes continue competing, training, and celebrating their victories, the ad flips those criticisms into motivation, ending with Nike’s message: if they say you can’t, so win.
THE ASK
Choose a super bowl commercial from any year and develop a tactical comms plan to amplify it across pre-game and post game phases.
Our Takeaway
When people are told they can’t do something, it rarely stops them. If anything, it makes them want to prove they can even more. Doubt often becomes the motivation to push harder.
Creative
01. What We Would Do Pre-Game
These videos are meant to show that other people’s opinions and past experiences don’t determine your worth or the future you’re capable of becoming.
In each clip, the athletes are spoken about negatively or shown during moments when they were at their lowest. We intentionally layer those criticisms over a montage of them winning and succeeding, flipping the narrative to show that doubt and setbacks don’t define what someone can become.
These videos would live on social.
02. What We Would Do Post-Game
We would have the women from the campaign give back to the next generation of athletes. These social posts show them supporting young athletes through scholarships, funding for school sports programs, access to sports counseling and mental performance coaching, and mentorship sessions.
03. Merch
T-shirts with Tear Off Tags
04. COMMS Plan
Team
Cai Strachan (ST)
McCenzie Murphy (ST)