Nike Salutes the Last-Place Marathon Finisher in Ad That’s Like a Sequel to ‘Jogger’

Same director and backward tracking shot

Headshot of Tim Nudd

Nike has assembled the same creative partners behind the famous 2012 "Jogger" spot—ad agency Wieden + Kennedy and Park Pictures director Lance Acord—for its latest running ad, which makes a very similar point: that anyone can be a runner if they just start running.

Acord even uses a similar technique—a slow backward tracking shot—in the new ad, titled "Last," which is set on a marathon course where the final stragglers are just jogging through, trampling on a bed of crushed paper water cups and dodging the pedestrians who've already begun to reclaim the road.

"Last" is a very different spot than "Jogger," though—both bigger and smaller in scope. Bigger because it's not just about running but about marathon running. ("You are not a runner," says the female voiceover. "You are especially not a marathon runner. But at the end of this, you will be.") Smaller because "Jogger," starring a very overweight kid, was clearly and starkly provocative, while "Last" is much more lighthearted.

The soundtrack here is "Every Little Bit Hurts" by Aretha Franklin from 1964. The spot points to and promotes the Nike+ Run Club, which democratizes running by serving runners of all ability levels.


Client: Nike

Spot: "Last"

Format: :60/:30

Launch Date: Oct. 11, 2015, North America TV

Agency: Wieden + Kennedy, Portland, Ore.

Global Creative Directors: Alberto Ponte, Ryan O'Rourke

Interactive Director: Dan Viens

Interactive Producer: Evelyn Loomis

Global Executive Producer: Matt Hunnicutt

Writer: Heather Ryder, Darcie Burrell

Art Director: Patty Orlando

Producer: Shelley Eisner

Associate Producer: Julie Gursha

Strategic Planning: Henry Lambert

Business Affairs: Anna Beth Nagel

Account Team: Alyssa Ramsey, Marisa Weber, Molly Rugg

Executive Creative Directors: Mark Fitzloff, Joe Staples

Production Company: Park Pictures

Director: Lance Acord

Executive Producer: Jackie Kelman Bisbee

Executive Producer: Mary Ann Marino

Line Producer: Caroline Kousidonis

Director of Photography: Lance Acord

Editorial Company: Rock Paper Scissors

Editor: Angus Wall

Post Producer: Angela Dorian

Post Executive Producer: Angela Dorian

VFX Company: A52

VFX Supervisor: Pat Murphy

Flame Artist: Pat Murphy

VFX Producer: Michael Steinmann

Titles/Graphics: Just Do It+ Nike title cards – Artwork from Patty Orlando

Music+Sound Company: Walker Music/Barking Owl

Composer: Edited track

Sound Designer: Michael Anastasi

Song: "Every Little Bit Hurts" – Aretha Franklin Album "Running out of Fools" 1964

Producer: Sara Matarazzo/Abbey Hickman, Walker / Kelly Bayett, Barking Owl

Mix Company: Eleven Sound

Mixer: Jeff Payne

Producer: Dawn Redmann

@nudd Tim Nudd is a former creative editor of Adweek.