Nike: Unlimited Courage

Avoiding any whiff of sentimental grandiosity in its portrayal of courage, this superb, understated spot is a masterclass in economical, gently comic storytelling and was directed by PRETTYBIRD's Max Malkin, out of Wieden & Kennedy Portland.

Part of Nike’s Unlimited series, it stars Chris Mosier, the first openly transgender athlete to compete on a US men's national team. Following him as he goes through a tough daily training regime, the film’s voiceover asks him a series of questions about how he knew he would be able to overcome the extra challenges he’d face. In a focused, matter-of-fact fashion he claims he didn’t. But he pressed on anyway.

Mosier commented, “everything that I've done in the last five, six years since I started to transition, has been with a 'Just Do It' mindset. I didn't know if I would be competitive against men; I just did it. By not stopping myself, not limiting myself and just really going for it, I've learned a lot about myself and also had the opportunity to further the conversation on trans inclusion in sports."

A perfect marriage of brand message and a real-life story with a social purpose. What an uplifting use of the power of advertising.