The most bizarre Nike ad ever...turns out to be a self promo piece for Shard Haksar, an advertising photographer. This was a piece in his Brand Irony series - not an ad after all. It's fascinating how slapping a logo on an image completely changes the way our minds process it. As consumers we have become fluent in the language of advertising - and we all know a logo means some Company is trying to tell us something. Things get very confusing, often funny, when logos show up where they aren't supposed to.
Do what?
Written by Littlejohn on Tuesday, July 18, 2006
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A street in a small Vietnamese village lost deep in the jungle. In the foreground a typical third-world country Nike workshop - we recognize it from the sign: NIKE sweatshop No. 1567903. All around there are tall tropical trees, a section of railway line suspended on the village fence rings like a bell. Standing in the doorway of the workshop is a Vietnamese with a Kalashnikov automatic rifle, wearing khaki trousers and a black shirt, which automatically bring to mind the film The Deer Hunter. Close-up: hands on an automatic rifle. The camera enters the door and we see two rows of work tables with workers who are chained in place sitting at them. The scene brings to mind the galley scene from the film Ben Hur. All of the workers are wearing incredibly old, torn and tattered American military uniforms. They are the last American prisoners of war. On the table in front of them there are Nike runners in various stages of completion. The prisoners of war are dissatisfied with something - at first they murmur quietly, then they start banging on the tables with the half-glued runners. There are shouts of: 'We demand a meeting with the American consul!' and, 'We demand a visit from a UN commissioner!' Suddenly a burst of automatic rounds is fired into the ceiling, and the noise instantly ceases. The Vietnamese in the black shirt is standing in the doorway, with a smoking automatic in his hands. The eyes of everyone in the room are fixed on him. The Vietnamese strokes his automatic rifle, then jabs his finger in the direction of the nearest table with half-finished runners and says in broken English: 'Just do it!'
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