We’re used to Nike’s bold statements and sometimes even controversial campaigns. This one is no exception, perhaps one of its best examples indeed.

It is a deceptively simple classic ad, as it should be: B&W athlete portrait, clever headline crossing his face, logo and tagline at the bottom. And at the same time, it carries a tsunami of cultural provocation. A giant middle finger to the bizarre state of American politics, polarising audiences and their own consumers.

The reason to highlight this work here is exactly that. It’s an ad designed to mobilise, to create a reaction. Take a moment to read this WSJ article on Colin Kaepernick and Nike, Starring You and Me, where the writer deconstructs how —activism or marketing— the campaign is built meticulously to get people to act.

Below, the 2-min TVC to be aired during the NFL opening.

And finally, the case study.