This spot thrusts us into the heat of competition—as well as into an Olympic-sized swimming pool. It’s as if we’re joining televised sports coverage of a hotly contested swimming race in progress. Two rivals are in adjacent lanes, neck-and-neck.
A color commentator pontificates in abstract terms about the mental aspect of swimming, and the water dispersal that’s taking place in each lane. The play-by-play broadcaster then chimes in with his call of the race. "Less than half a second separates the top three swimmers coming in," he states, as the race reaches a turning point, literally—where swimmers have to hit the wall and reverse, heading towards the finish line. The camera coverage takes us underwater to see the trio make the turn and head for home.
At this point a fourth "swimmer" enters the underwater picture—except he’s well below the water. In fact, he’s running along the bottom of the pool, intently trying to keep pace, but to no avail.
A super intervenes, explaining, "you’ll use your feet for everything."
The spot then switches to a screen divided into different graphic-designed sections, each showcasing a close-up of the Nike line of athletic Presto footwear.
"Swim Race" is one of three spots in a campaign directed and shot on location in Toronto by Branson Veal, through The Players Film Company, Toronto, for Toronto ad agency Cossette Communications. While he continues to be handled by Players for Canadian work, the stateside-based Veal recently joined Hollywood-headquartered Tombo for U.S. spot representation (SHOOT, 10/26, p. 7).
The other two Presto commercials similarly show sports events with participants whose drive is foot powered: In one case, Nike Prestos replace a dirt bike in a motor-cross competition; in another, a horse in a thoroughbred race.
The Cossette creative ensemble consisted of creative director Jim Garbutt, art director Todd Mackie, copywriter Mike Koe and producer Colleen Floyd.
Veal’s support team at Players included executive producer Luc Frapier and producer Marilyn Kastelic. The campaign was edited by Griff Henderson, with help from assistant editor Aaron Dark, both of School, Toronto,with Sarah Brooks executive producing.
Sean Cochrane of Crush, Toronto, was the online Henry artist. Colorist was Judy Paul of Eyes Post, Toronto.
Composers/sound designers/ audio mixers were Dave Sorbara and Tom Westin of Grayson Mathews Audio Design, Toronto.
