Generations

Sisyphus finally pushed the rock over the mountain. It was all downhill after that.

 

This is a link to a Nike commercial that aired just after the final out.

http://www.nike.com/usa/justdoit/v2/index.jhtml (Broadband preferred.)

 

It positions the generations of a particular family watching the Red Sox through the years from the same Fenway seats, 1918 through 2004. Quietly, yet sternly, it urges me to regenerate on a reproductive level.

 

How scary is that? The Red Sox win and Nike says, “Just Do It.”

 

Of course I immediately think about how having massive funky sex can make future babies to sit in Fenway seats. Awesome.

 

The casting, music, year-by-year scroll and background EFX are genius. The progress of generations is so to the point of the Sawx state of mind.

 

I love Nike. I don’t care that they’re a huge corporation. I do care about how and where their kicks are made. I love that they allow—encourage, even—their ad agencies to create veritable pop art for the sake of pop art.

 

This commercial does not display a single shoe. So, is it a commercial or not? It made me smile and realize that, no matter how long it takes,“Just Do It,” can actually mean something. Perhaps it’s the power of a massive media budget. Perhaps they caught me at a strong moment.

 

I’d love to hear what Mrs. L, a Cub fan, thinks of this.