Pretty (advertisement)
A frame from Pretty
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| Agency | Wieden+Kennedy |
|---|---|
| Client | Nike Inc. |
| Language | English |
| Running time | 60 seconds |
| Product |
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| Release date(s) | August 20, 2006 |
| Directed by | Ivan Zacharias |
| Music by | Leonard Bernstein ("I Feel Pretty") |
| Starring | |
| Production company |
Smuggler |
| Produced by | Robyn Boardman |
| Country | United States |
Pretty (or I Feel Pretty) is a television advertisement launched in 2006 by Nike, Inc. to promote its Nike Women brand of sportswear. The 60-second spot was handled by advertising agency Wieden+Kennedy in Portland, Oregon. The advert stars Russian tennis player Maria Sharapova in her first appearance as a spokesperson for the brand. Pretty debuted on U.S. television on August 20, 2006, with later appearances in cinemas and in print advertisements. It was directed by Czech director Ivan Zacharias, with post-production and VFX work by The Mill.
The piece was a critical and popular success. It garnered several prestigious awards from the advertising and television industries, including two Cannes Gold Lions and a Gold Effie Award.
Pretty follows a day in the life of Russian tennis player Maria Sharapova. It shows her getting ready, leaving The Waldorf-Astoria Hotel and travelling by limousine to a match at New York City's Arthur Ashe Stadium pursued by paparazzi. Every person she passes on the way sings a line from "I Feel Pretty", a song performed by the character Maria in the second act of the stage musical "West Side Story". She arrives at the game, where fellow players, reporters, camera crew, the ball boys and girls, announcers, and umpire sing the chorus along with the crowd, until silenced by a powerful return ace from Sharapova. The ad ends with a superimposition of the Nike Swoosh and the strapline "Just Do It" over Sharapova as she gets into position for the next serve.
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