Text message
Time Is Precious campaign by Nike, global.

Text message

Global – Nike’s latest campaign ditches the visual virtuosity in favour of a text-only attack on screen addiction.

Article/20578 fdd
Time Is Precious campaign by Nike, global.

Global – Nike’s latest campaign ditches the visual virtuosity in favour of a text-only attack on screen addiction.

  • The campaign films use only white text on a black background accompanied by a monotone, robotic voiceover
  • Each film ends by telling viewers how much time it has just saved them and asking them if they are now going to go for a run

Nike’s Time is Precious campaign focuses on satirising consumers’ web browsing habits using only text and a robotic voiceover.

The main 60-second film opens with the line ‘This commercial is just 1 minute out of the 10 hours a day you spend glued to your screens’, before reading out a list of popular digital addictions. Several shorter spin-offs each lampoon specific internet activities, such as pointless commenting, celebrity stalking and photo bingeing.

After detailing all of the things viewers might otherwise have wasted their day looking at online, each film then explains how much time it has just saved them and that they can now use to exercise. The ads end with the question: ‘Are we running today?’

The Big Picture

Nike’s campaign appeals directly to Gen Viz consumers who are immersed in digital culture but also hyper-health-conscious and struggling to reconcile these two lifestyles.

Discover More News
BMW rebrands motorcycling as digital detox

News

BMW rebrands motorcycling as digital detox

BMW Motorrad and its UAE dealership AGMC have launched Throttle Therapy, a series of 10-second videos positioning motorcycling as a form of digital...
Health & Wellness : Advertising : Digital Detox
Chanel launches its first dedicated Arts & Culture magazine

News

Chanel launches its first dedicated Arts & Culture magazine

Marking 100 years in the UK, Chanel has unveiled Arts & Culture magazine Vol 1, a print publication spotlighting its recent collaborations with...
Chanel : Magazine : Print Media
Stat: Global support for corporate LGBTQ+ Pride faces new challenges

News

Stat: Global support for corporate LGBTQ+ Pride faces new challenges

Global support for brands actively promoting LGBTQ+ equality is weakening, according to Ipsos’ 2025 LGBT+ Pride Report.   
Dei : Pride : Identities
Louis Vuitton unveils new super-sized ship-shaped Shanghai store

News

Louis Vuitton unveils new super-sized ship-shaped Shanghai store

Louis Vuitton has opened The Louis, a striking flagship store in central Shanghai.
Luxury : Retail : China
Queen Mary University of London powers campus with waste heat from data centre

News

Queen Mary University of London powers campus with waste heat from data centre

Queen Mary University of London is cutting emissions and energy bills by using waste heat from its data centre to power campus heating.
Data Centre : Sustainability
Stat: Social media overtakes tv as leading news source for Americans

News

Stat: Social media overtakes tv as leading news source for Americans

For the first time, social media and video apps have surpassed television as Americans’ most-used source for news, according to the Reuters Institu...
Stat : Statistic : Media
Cashify flips Indian wedding tradition to promote smartphone resale

News

Cashify flips Indian wedding tradition to promote smartphone resale

Smartphone reselling platform Cashify is challenging outdated attitudes to second-hand tech by reimagining a long-standing wedding ritual as a cele...
Technology : Sustainability : Circularity
Stat: New overtourism report maps the global crisis

News

Stat: New overtourism report maps the global crisis

Wellness Retreat Magazine’s 2025 Overtourism Report ranks 40 major cities facing acute tourism saturation – and the data underscores a growing imba...
Statistic : Stat : Overtourism
Foresight Friday: Dede Mivehchi, foresight intern

News

Foresight Friday: Dede Mivehchi, foresight intern

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, foresight intern&nbs...
Digital Detox : The Great Concert Comeback : Live Music Economy
MAD//Fest 2025: Culture, collaborations and creating a new identity for women’s football

News

MAD//Fest 2025: Culture, collaborations and creating a new identity for women’s football

On day two of MAD//Fest 2025, Ruth Hooper, chief marketing officer at the Women’s Super League (WSL), set out a vision for reshaping the visual ide...
Global Events : Advertising & Marketing : Football
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN