Mr Average takes centre stage in W&K's latest Nike work

LONDON - Big-name athletes have been abandoned in favour of 'Mr Average' in the new Nike campaign to push Shox 2:45 shoes.

The ad, created by Wieden & Kennedy Amsterdam, shows a man buying himself a hotdog. He waits for the vendor to prepare the snack and leans against the cart, knocking it so that it starts to roll down a hill.

The stand owner hands the hero of the piece his half-prepared hotdog and begins chasing the stand. However, he is not up to the task and Mr Average, wearing his Shox 2:45, takes over.

In pursuit of the trolley, he must deal with old ladies, dogs, cars and trams, until he eventually catches up with the cart just as it is about to tumble into the water. It falls, but not before Mr Average has just enough time to grab some tomato ketchup for his hotdog, which emerges as the real reason for his hot pursuit.

The ad, shot on location in Lisbon, Portugal, was written by Anthony Goldstein and art directed by Ollie Watson. It was directed by Ringan Ledwidge through the production company Small Family Business.

The ad breaks across 13 countries in Europe starting from Monday. It will be followed by a web-only sequel, to be shown on NikeShox.com later in the month.

The Shox 2:45 shoes go on sale today. 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.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com , plus get exclusive discounts to Campaign events

Become a subscriber

GET YOUR CAMPAIGN DAILY FIX

Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free