I’ll be teaching a selection from Naomi Klein’s No Logo in my junior seminar this week, and while I was re-reading the chapter tonight, I came across a detail that always send me reeling: Jean-Luc Godard, notoriously critical of all things Hollywood, once directed a Nike commercial for European TV. I’ve done a quick Google search and haven’t had any luck finding the ad, but I did find another interesting Frontline episode on corporate branding called The Persuaders. Of primary interest, an interview with Andy Spade, a creative consultant for Song Airlines, who discusses the cinematic influences on Song’s TV ads (Godard and Truffaut, but also Wes Anderson, among others). It’s no longer surprising, of course, that even work by the most anti-corporate mediamakers can be appropriated for commercial purposes, but The Persuaders does look like it might be a useful resource for a media studies class.
So, if anyone knows where I might be able to find the Godard Nike ad, I’d be curious to see it.