Around three weeks back, Nike came out with an ad that had people up and running. Not only was the thumping music by Gener8ion (featuring American rapper Gizzle) addictive and inspiring, but the intensity that the amazing women athletes, plus Bollywood actor Deepika Padukone, radiated off the screen was real enough for people get all charged up and, well, Just Do It!
Such was the success of the ad campaign that people started calling it the new girl anthem. Created by Wieden+Kennedy Delhi and directed by French director François Rousselet, the ad spot went viral when Padukone featured it on her Facebook page with an inspiring note on how sports helped her overcome depression and just survive. It charted the rise of women athletes in sports ranging from hockey, football, basketball to surfing and cricket.
If you thought the visual imagery of the ad was hard-hitting, then get ready to have it taken to the next level in this new version that was recently uploaded on Youtube by Epic Spiritual. The creator of the new video shared it with the message: “Dedicated to the women who have been doing it anyway, for centuries. Without appreciation, without support, often, in very difficult conditions. With great co-operation. Definitely without shoes that cost more than what they earn in a month.”
The video, set to the original soundtrack, intersperses images of India’s working class women who sweat and toil for daily wages, and eke out a living by undergoing strenuous manual labour – transporting bricks, working as construction labourers, walking for hours to fill up water for their homes, ploughing fields, porting luggage.
What makes the video more intense is that the contrast created by juxtaposing women from two clearly different classes or fields, and does so without taking away credit from either. Though, the obvious dig at the shoe brand of the original ad is there, the revamped video by itself makes it truly a girl anthem.