Skip to content

Ad of the Week: For Once, Don’t Do It

AgencyWieden + Kennedy, Portland

This week has seen mass protesting across the US and in many other countries throughout the world in response to institutionalised racism within community pillars after the death of George Floyd and the ensuing arrest and charging of four White police officers.

Across the world many people have taken part in social campaigns including #BlackoutTuesday and multiple petitions for justice and awareness of these regular injustices. As people from all walks of life have come together many brands have chosen to put their position across.

This weeks Ad of the Week from Nike is just one of those ads. ‘For Once, Don’t Do It” has been created in partnership with agency Wieden + Kennedy, Portland.

The simple and still powerful spot shows a plain black background with the copy stating:

Don’t pretend there’s not a problem in America.
Don’t turn your back on racism.
Don’t accept innocent lives being taken from us.
Don’t make any more excuses.
Don’t think this doesn’t affect you.
Don’t sit back and be silent.
Don’t think you can’t be part of the change.
Let’s all be part of the change. 

To me Nike is one of the first companies that comes to mind when it comes to who does storytelling well with each of their adverts, especially the most recent ones not only being perfectly timed but also perfectly reading the mood of the public.

For more information on how you can get involved and the petitions that are available visit

Skip to content