The ‘life’s a game’ concept is nothing new, but it seems to be particularly resonant at the moment.
Russell describes what I’m feeling beautifully in this great excerpt from his epic playful post*:
“Just like when I walk through the crowds on Oxford Street a tiny part of me is pretending I’m an assassin slipping steely-eyed through the crowds in order to shake the agents on my tail. And I bet it’s not just me. I’m not saying I’m massively deluded, just that, very often, some bit of us is always trying to play those games, to make mundane things more exciting.”
It’s one of those lovely insights that could translate really well into brand activity.
And this Nike spot hits that sweet spot beautifully:
It works because it’s engaging – even if it’s only in your own imagination.
* Yes, I know I’ve linked to it about 10 times already. But there’s a reason for that: it’s wonderful. If you haven’t read it already, I thoroughly recommend taking a look now. Thanks to Neil at Welcome to Optimism for sharing the Nike clip.