For once, Don’t Do It | Nike

The latest Nike advertisement is a play on the company's slogan, "Just Do It," while also addressing racism.

The ad, titled, "For once, Don't Do It," contains several powerful messages throughout the one-minute spot:

  • Don't pretend there's not a problem in America
  • Don't turn your back on racism.
  • Don't accept innocent lives being taken in front of us.
  • Don't make any more excuses.
  • Don't think this doesn't affect you.
  • Don't sit back and be silent.
  • Don't think you can't be part of the change.
  • Let's all be part of the change.
The ad, created by Wieden + Kennedy Portland, is a series of simple yet powerful statements set on a black background: 

“Nike has a long history of standing against bigotry, hatred and inequality in all forms,” said a Nike spokesperson. “We hope that by sharing this film we can serve as a catalyst to inspire action against a deep issue in our society and encourage people to help shape a better future.”

The spot illustrated Nike’s commitment to social issues and highlighted one of the brand’s most visible athletes in that space.

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