# Uplifting Running Commercials Nike Celebrates the Last Place Runner in its 'Loser' Ad Spot By Christopher Magsambol | Published 2015-10-01 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/nike-celebrates References: [creativity-online](http://creativity-online.com/work/nike-last/43482) & [youtube](https://www.youtube.com/watch?v=OxunzQQNgQM) [Nike](https://www.trendhunter.com/trends/why-do-it-ad) 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](https://www.trendhunter.com/trends/why-do-it) 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. ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 15% | Activity: 62% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What Makes This Trend Stand Out - **Inclusive Advertising:** Opportunity for brands to showcase diversity and celebrate underrepresented individuals in their ad campaigns. - **Humanizing Brands:** Brands can create a stronger emotional connection with consumers by showcasing the personal struggles and triumphs of individuals. - **Promoting Imperfection:** Highlighting the imperfect journey can resonate with consumers and inspire them to overcome challenges in their own lives. ### Sectors Adopting This - **Sportswear and Athletic Brands:** Opportunity for sportswear brands to promote inclusivity and inspire athletes of all levels to pursue their passion. - **Advertising and Marketing:** Brands can learn from Nike's approach to humanizing their ad campaigns and appealing to a wider audience. - **Fitness and Wellness:** Promoting an inclusive and supportive fitness community can attract a broader range of individuals looking to improve their well-being. ## Related on Trend Hunter - [Vibrant Runner-Targeted Commercials](https://www.trendhunter.com/trends/puma-southeast-asia.md) - [Next-Gen Athlete-Starring Ads](https://www.trendhunter.com/trends/why-do-it-ad.md) - [Wellness-Forward Running Campaigns](https://www.trendhunter.com/trends/soft-wins.md) - [Wellness Athletic Campaigns](https://www.trendhunter.com/trends/soft-wins-campaign.md) - [Inclusive Marathon Campaigns](https://www.trendhunter.com/trends/runner-321.md) - [Caveman-Centric Running Campaigns](https://www.trendhunter.com/trends/craft-sportswear-brand-film.md) - [Running-Inspired Global Campaigns](https://www.trendhunter.com/trends/run-as-one.md) - [Empowered Athlete Campaigns](https://www.trendhunter.com/trends/why-do-it.md) - [Motivational Athlete Campaigns](https://www.trendhunter.com/trends/adidas-you-got-this.md)