Nike Women: What are girls made of?

This is a commercial ad of Nike Women. This commercial was released in March 2017 in Russia. Under the title of “Nike Women: What are girls made of?”.

You’re made of what you do. #BelieveinMore #JustDoIt

Russian girls have always been under societal pressure. They are often told what characteristics they should be made of. The girls are expected to like and be like certain things. Unfortunately, this is often supported in culture.

Many years ago, a children’s song called “What are boys and girls made of” was released in USSR. It has since become a cultural milestone, a composition that every Russian boy and girl learn when they are young. In the lyrics of that song boys are made of things like “fireworks and energy batteries”, while girls are made of “rings, flowers and marmalade”. Up until this day, this song is used as an educational piece and is included in many Russian kindergarten and school programs.

In 2017 we decided to break stereotypes about what being a girl means by changing that song. Because Russian girls are made of more than just “flowers and marmalade”.

They are made of bravery, self-dedication and dignity. They are made of freedom, confidence and independence. They are made of skill, accomplishments and achievements.

With every training, every morning run, every game, every single loss and victory, Russian girls build themselves. Because they know – they are made of what they do.

It was done by Wieden+Kennedy, Amsterdam advertising agency. And, the commercial by Production Company is Riff Raff Films, London and is directed by David Wilson.
Nike What are girls made of
The commercial song is “Iz Chego Zhe Sdelany Nashi Mal’chishki (What Our Boys Are Made of?)” by Yakov Khaletsky, Yuriy Chichkov (MassiveMusic). However, this song was produced specifically for the commercial and unfortunately, it is not available to purchase or download on any music sites.

Thus, I am not able to get any information about this song. However, if you have any information about this song by any chance, please leave your comment.

Watch the whole advertisement here.

Nike Women: What are girls made of?
Client: Nike
Geo: Russia
Released: March 2017
Advertising Agency: Wieden+Kennedy, Amsterdam
Executive Creative Directors: Mark Bernath, Eric Quennoy
Creative Directors: Al Merry, Craig T Williams
Art Director: Vasco Vicente
Copywriter: Evgeny Primachenko
Communications Planner: Jocelyn Reist
Group Account Director: Kathryn Addo
Account Director: Amber Martin
Account Manager: Molly Rugg
Head of Design: Joe Burrin
Studio Director: Lizzie Murray
Art Producer: Stacey Prudden
Project Manager: Loes Poot
Business Affairs: Kacey Kelley
Production Company: Riff Raff Films, London
Director: David Wilson
Director of Photography: Benoit Soler
Producer: Cathy Hood
Executive Producer: Matthew Fone
Editing Company: MPC
Editor: Govert Janse
Audio Post: Wave Studios
Sound Designer / Mixer: Alex Nicholls-Lee
Producers: Mirjam Gevers, Estelle Papougnot
Post Production: MPC
Flame: Richard Weissman, Lise Prud-Homme
Colorist: Jean Clement Soret
Producers: Kayleigh Dugdale, Edwin Elkington
Photographer & Retouching: Pedro Aguilar
Music Producer: Auke Riemersma
Music: Iz Chego Zhe Sdelany Nashi Mal’chishki (What Our Boys Are Made of) by Yakov Khaletsky, Yuriy Chichkov (MassiveMusic)

One Response

  1. Ana May 2, 2017

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