In the original spot, created by Wieden & Kennedy Amsterdam, a man chases the hot dog stand through the streets of Lisbon, but when he finally catches up it is to get a squirt of ketchup, not to save the stand from falling in the sea.
Now in a web-only follow up, found at Nikeshox.com, the hot dog stand takes its revenge.
Starting at the point where the television commercial ends, the man emerges from his hiding spot where he has managed to evade a pack of dogs. Still waiting to bite into his hot dog, he looks up to see that the hot dog stand has mysteriously managed to get out of the sea, and is now baying for revenge.
A chase ensues among the storage crates of Lisbon's docks, with the hot dog stand having an uncanny ability to predict where the man will run next. Eventually he escapes by jumping into the sea -- although he manages to keep his hot dog out of the water.
The campaign was written by Anthony Goldstein and art directed by Ollie Watson. The revenge ad was directed by Nuno Franco and produced through the Portuguese company NFF Filmes. The original spot was directed by Ringan Ledwidge through the production company Small Family Business.
Along with the television ad and its follow-up, Nike has introduced another web feature, based on the British love of streakers. It allows users to upload pictures of themselves -- or their friends -- which can then be superimposed on a streaker wearing only a pair of Nike Shox. The clip can then be emailed to friends.
The Shox 2:45 shoes are now on sale across Europe. Their name derives from the fact that they use Nike's Shox technology and the fact that two hours and 45 minutes is an impressive time to run a marathon.
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