Nike celebrates the last place runner in its latest ad spot titled 'Loser.' In an effort to promote inclusiveness, Nike uses a moving ad which does a tremendous job of adding a humanized dimension to the typically athlete-focused brand.
The video is done in a single shot of a slow zoom out. The commercial depicts the end of a marathon with runners passing by until the camera finally arrives at its protagonist, a struggling runner in last place. The last place runner grudgingly drags her feet as she tries to avoid remnants of race materials already being swept up.
The ad kicks off the brand's fall campaign and represents a renewed focus. With this ad, Nike celebrates not only the last place runner, but also the imperfect journey that all runners go through.