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Published on February 9th, 2018 | by Jeff M.

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‘Nothing Beats a Londoner’ in W+K London’s Latest for Nike

W+K London touts its home city in “Nothing Beats a Londoner,” a new campaign for Nike.

The long-form spot “Nothing Beats a Londoner” features some 258 young residents of the city, as well as a series of cameos from the likes of Mo Farah, Harry Kane, Dina Asher-Smith, Gareth Southgate and Skepta. The celebration of London and its young athletes begins with a young runner referring to cycling as “light work.” This sets off a series of one-upmanship that spans the remainder of the ad, featuring a series of increasingly difficult athletic feats.

Each of the young athletes in the spot were given their own section of the ad as standalone content, which they promoted via social channels. The full version of the ad launched online, on broadcast and in cinemas today.

“‘Nothing Beats a Londoner’ champions a special, unbeatable attitude we’ve discovered in the U.K.’s capital. The campaign is from London, for London, and celebrates the next generation of sporting stars against a city backdrop thriving with a culture of sport in every street, park and building,” W+K London creative directors Paddy Treacy and Mark Shanley said in a statement. “Despite the star cameos, the creative flips the traditional model and holds kids up as the inspiration for all – championing them, their spirit and incredible athlete mindset.”

Description: W+K London touts its home city in “Nothing Beats a Londoner,” a new campaign for Nike. The long-form spot “Nothing Beats a Londoner” features some 258 young residents of the city, as well as a series of cameos from the likes of Mo Farah, Harry Kane, Dina Asher-Smith, Gareth Southgate and Skepta. The celebration of London and its young athletes begins with a young runner referring to cycling as “light work.” This sets off a series of one-upmanship that spans the remainder of the ad, featuring a series of increasingly difficult athletic feats. Each of the young athletes in the spot were given their own section of the ad as standalone content, which they promoted via social channels. The full version of the ad launched online, on broadcast and in cinemas today. “‘Nothing Beats a Londoner’ champions a special, unbeatable attitude we’ve discovered in the U.K.’s capital. The campaign is from London, for…

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