Maybe we’re just getting old, but modern toy adverts just feel so…boring. To celebrate the release of its latest collaboration with streetwear icon Nigo, Nike took inspiration from the 80s and 90s heyday of toy advertising to create yet another stunning campaign video (following the giant mech anime-inspired content it made for the launch of Nigo’s first shoe with the Beaverton brand).
Unlike the ultra-saturated, colourful cartoon visuals of the previous campaign, the latest assets have a more muted palette reflecting the earthy tones used on the latest version of the shoe. The content positions the Air Force 3 as the latest addition to the fictional ‘Ape Force’ action figure universe. It serves as a vehicle for the heroes, including the heroic Captain Borg, to escape the clutches of the dastardly Dennis and fight back against his villainous regime on the planet Simeyon (no, really).
Despite selling the brand years ago, Nigo will likely always be known for the streetwear behemoth A Bathing Ape, which took copious inspiration from the original Planet of the Apes series of movies. In a not-so-subtle nod to Nigo’s previous baby, rather than the young human kids you’d expect to appear in an ad for a toy line, the campaign features an actor in ape prosthetics pulled straight out of those classic films.
While the shoes themselves feel underwhelming, Nike has once again managed to engineer some hype content that at least has us paying attention to a pair that’s destined for the sales racks. We love the optimism of putting this much creativity behind an uninspiring product – take that approach next time your clients drop a duff brief on your lap. PR an advert? Sure!
