Nike’s latest ad is one minute in duration. “Just 1 minute out of the 10 hours a day you spend glued to your screens” a robotic voice reads. The only visuals are the robot’s words written in white text on black background. The robot then lists all the things we spend so long watching on our screens. There are light-hearted references to popular TV programmes and dating apps (swipe left, left, left), but over all this is a downbeat message. And when the bell rings and the minute is up, Nike asks; “Are we running today?” and you’re left feeling like you should be. Bravo, Nike.



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