Maybe Nike Campaign Can’t Do It

Advertiser: Nike Inc.

Agency: Wieden & Kennedy, Portland, Ore.

Challenge: Invigorate the best-selling athletic shoe brand--known by the slogan, “Just do it”--at a time when demand for such footwear is cooling.

The Ads: In two television spots, phrases using the words “I can” are superimposed over images of runners, football players, weightlifters, channel swimmers and other athletes. The litany of phrases includes the inspirational, defiant and absurd. A sampling: “I can be strong. . . . I can endure pain. . . . I can be the next Jordan. . . . I can stand up to my father.” Superimposed over an image of a bloody cut are the words: “I can give more than sweat.”

Comment: Nike says the ads are about dreams and goals. But few kids watching these spots have any hope of becoming professional athletes, let alone the next Michael Jordan. Beyond that, Nike is out of line in advising kids to stand up to their fathers--the same dads that buy athletic shoes. The shot of blood is gratuitous. “Just do it” is a cultural mantra. The new slogan seems destined to invite parody: I can zap this commercial. I can buy hiking boots. $