Not Your Typical Ad

 ​In 2012, filmmaker Casey Neistat was commissioned by Nike to create a video embodying their "Make It Count" campaign. Instead of producing a conventional advertisement, Neistat took an unconventional approach: he used the entire budget to embark on a 10-day journey around the world with his friend Max Joseph. Their travels spanned 16 cities across 13 countries on three continents, capturing experiences that epitomized the campaign's ethos. 

The resulting video, titled "Make It Count," showcases a whirlwind adventure interspersed with inspirational quotes from figures like Hunter S. Thompson, Albert Einstein, and Marilyn Monroe. This narrative choice reinforces the video's central message of living life to the fullest. 

What makes this video particularly appealing is its authenticity and spontaneity. Rather than overtly promoting a product, it tells a compelling story that resonates on a personal level, aligning seamlessly with Nike's brand identity of encouraging individuals to push their limits. This approach transforms the video from a mere advertisement into an inspiring short film.​

As of April 2025, "Make It Count" has garnered over 32 million views on YouTube. The comments section is overwhelmingly positive, with viewers praising its creativity and motivational impact. Many express how the video has inspired them to embrace adventure and make the most of their lives. This sentiment aligns with the video's core message, indicating that audiences perceive it as more than just an ad.​

For instance, one viewer commented, "This video changed my perspective on life. It's not just an ad; it's a call to action." Another noted, "I didn't even realize this was a Nike commercial at first. It felt like a genuine story about seizing the moment."​

The general consensus among viewers mirrors my own appreciation for the video's innovative approach to brand storytelling. By prioritizing narrative and emotional connection over direct product promotion, Nike and Neistat crafted a piece that continues to resonate with audiences years after its release. 

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You can watch the full "Make It Count" video below: https://www.youtube.com/watch?v=WxfZkMm3wcg ​