Nike’s ‘The Winning Moment’ is no Ordinary Commercial

Nike The Winning Moment - Branding in Asia Magazine

Michael Jordan brand extension for Nike has a wonderful ad for the Chinese market. It actually came out a month ago –sorry, we missed it, but it has been found! And what a find.

The film, which was created by Wieden & Kennedy Shanghai and directed by Smuggler’s Brian Beletic, was made in celebration of the 30th anniversary of Nike’s Jordan Brand for the Chinese market.

The entire “The Winning Moment” spot runs backwards from the beginning, capturing the the joyful, tearful finale of a high school basketball game after (before) a player makes what appears to be the winning shot of the day.


Michael Jordan narrates it himself telling viewers that these important moments are not what win the game:

That was not the game winning shot. That was not the game winning block. The game wasn’t won with flash. It wasn’t the crowd, or superstition either. It wasn’t coach’s halftime pep talk. It wasn’t hustle. It wasn’t preparation. It wasn’t school pride. It wasn’t practice alone. It wasn’t even because of me. It was this moment.

“This moment,” that the commercial eventually winds down to is the quiet time in the locker room, when the player who made the winning shot, made the decision to go out there and give it his all and win the game.


Check it out:

“This is no ordinary basketball commercial,” said W&K Shanghai Creative Director Azsa West in a statement. ” It doesn’t celebrate that you won the game or ended on a classic dunk. It celebrates what you did to get there, and it all began before you stepped on the court. Compared to kids in the States, Chinese kids are little bit shy. I think this film will encourage them to have the determination and courage to win. It’s all about having the confidence to go out there and win. ”

Ad Credits

Advertising Agency: Wieden + Kennedy, Shanghai, China
Executive Creative Director: Yang Yeo
Creative Directors: Terence Leong, Azsa West
Copywriters: Jimmy Chen, Shaun Sundholm
Art Director: Shaun Sundholm
Executive Producer: Angie Wong
Assistant Producer: Fang Yuan
Designers: Timothy Cheng, Kevin Lunsong
Print Production: Vic Zhang, Robin Liu
Retoucher: Changqing Lee
Agency Editor: Hiro Ikematsu
Planners: Leon Lin, Paula Bloodsworth
Business Director: Dino Xu
Account Manager: Chuck Xu
Account Executive: Sasa Yang
Project Manager: Nicole Bee
Business Affairs: Jessica Deng, Kathy Zhan
Director: Brian Beletic
Executive Producers: Patrick Milling Smith, Brian Carmody, Fergus Brown, Chris Barrett, Lisa Tauscher / Smuggler
Executive Producer: Ken Yap / Lunar Films
Line Producer: Suza Horvat
Director of Photography: Dion Beebe
Post Producer: Fred Raimondi
Editorial: Rock Paper Scissors
Editor: Biff Butler
Executive Producer: Angela Dorian
Post Producer: Christopher Noviello
Assistant Editors: Alyssa Oh, Josh Hayes
VFX: A52
VFX Supervisor / Lead Flame Artist: Andy Bate
2D VFX Artists: Cameraon Coombs, Michael Plescia, Richard Hirst, Christel Hazard, Dan Ellis
Flame Assistants: Gabe Sanchez, Erik Rojas
Producer: Zach Wakefield
Head of Production: Kim Christenson
Executive Producer: Patrick Nugent
Original Music, Sound Design and Mix: Barking Owl
Creative Director: Kelly Bayett
Composer: Seth Olinsky
Sound Designer and Mixer: Rommel Molina

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