Nike – Time is Precious

L’équipementier américain Nike, a lancé cette semaine la campagne « #TimeIsPrecious » qui pointe du doigt les millions de « toxicomanes » qui vivent à travers leurs ordinateurs et ne tirent pas parti autrement de leur temps disponible. 

Paradoxalement, l’outil le plus utilisé par les grandes marques de la planète pour étendre leur notoriété dans le monde entier – les campagnes sur Internet – devient le principal objectif et ennemi d’une des entreprises qui utilise le plus internet et les réseaux sociaux pour promouvoir son image dans le monde entier : Nike. 

Internet a été une véritable révolution, d’un point de vue commercial, politique et surtout sociétal. Cependant, cette révolution a son revers. En effet, la société est devenue quelque peu plus fainéante, réticente à partir de l’écran de l’ordinateur, de la tablette, du smartphone voire même de la télévision connectée, une mauvaise habitude que nike pointe du doigt aujourd’hui dans sa campagne, #TimeIsPrecious. 

En terme d’exécution, Nike a fait dans le simple et efficace avec un film sur fond noir où des mots écrits en blanc défilent au rythme d’une voix off qui nous fait passer un message moralisateur : profiter de votre temps, profiter du moment pour faire du sport, illustré par les derniers mots de la vidéo « Are We Running Today ? »

Cette campagne pointe du doigt les nouveaux comportements des consommateurs, apparus avec le développement d’Internet et des nouveaux services et plateformes : le « binge watching » (gavage télévisuel en français), le fait de « scroller » dans les news feeds à la recherche d’une information croustillante ou tout simplement de vivre à travers la vie des autres sur les réseaux sociaux, sont tous mis en exergue dans ces publicités qui ont toutes la même éxécution graphique rendant le discours encore plus fort. 

Les spots, créés par l’agence de publicité de Nike, Wieden + Kennedy Portland, finissent tous de la même manière : que tout ce temps passé à faire ces activités est en réalité du temps perdu à ne pas courir ou faire du sport, des activités promues par Nike et où la marque excelle à travers ces produits. 

Découvrez ci dessous les autres films de la campagne Time Is Precious : 

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