Video: Oscar Pistorius is a bad listener

Posted on 14. Aug, 2008 by Jonathan Cherry in Advertising

Ryk Neetling’s days as South Africa’s sporting poster boy are over.
It was a good run while it lasted, but his reign has been cut short by Mr Oscar Pistorius [and perhaps his poor form in the pool] – who even though he’s not even taking part in this year’s games – has got endorsement deals that would make Britney Spears cry.

The latest is for the local Nike Courage promo, which is a follow up to the international TV ad we posted earlier this week.

The final moving shot in this ad is chilling.

Previously: Nike: Find the courage inside Olympics ad – Cherryflava

More info about the production after the jump…

Wieden + Kennedy Amsterdam have created a new spot for Nike, ‘Bad
Listener’, to coincide with the start of the Beijing Olympics. Created
by David Smith and Sezay Altinok and creatively directed by Eric
Quennoy and Mark Bernath, the 55" TVC features Oscar Pistorius, the
South African paralympian sprinter who, through his bravery, grit and
determination, is making the world rethink what it means to be an
athlete.

The commercial tells Oscar’s story through his own eyes
and words, and focuses on the fact that whenever he has been told he
can’t achieve something due to his disability, he has gone on
regardless and has become a highly accomplished athlete. By championing
his talents beyond athletics: his prowess at water-polo, rugby and
motor-cross, defying the critics and naysayers at every turn — the
commercial highlights his achievements as even more extraordinary.

The
film was shot by the New York director Brent Harris and draws on the
dry beauty of Oscar’s hometown — Pretoria in South Africa. Harris, who
was born in South Africa, pushed hard to faithfully recreate images
from Oscar’s past. To maintain authenticity, he used Oscar’s original
sport medals and photos from his childhood and many of the school sport
scenes were filmed at Pretoria Boys’ High, where Oscar attended as a
teenager.

Eric Quennoy, Creative Director, said ‘We were truly
inspired by Oscar’s spirit and the way he turns conventional wisdom on
its head. Like he says in his sporting motto — ‘you are not disabled
by the disabilities you have, you are able by the abilities you have’.