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The Immortal Awards

My Most Immortal Ad: Bruno Bertelli

The Immortal Awards juror and global chief creative officer of Publicis Worldwide on Nike’s epic game of tag…

My Most Immortal Ad: Bruno Bertelli

In the run-up to this year’s Immortal Awards, our jurors will each select an ad that they believe deserves the title of Immortal. 

Bruno Bertelli, Publicis Worldwide’s global chief creative officer, is next up in the series with with an epic game of tag that changed Nike's public perception...




Tag | Nike (Wieden + Kennedy, Frank Budgen, 2001)


Tag is a beautifully directed TV spot and a masterclass of perfect timing. It changed the way people saw Nike, giving it a more fun and inclusive feel and moving away from the image of a serious performance sports brand. It is perfectly aligned to the Nike slogan ‘Just Do it’, encouraging ordinary athletes to define what their game is and chase their goals.

Bruno Bertelli will be judging this year's The Immortal Awards. Entries are now open to all Little Black Book members, so head over to the submissions page to submit your best work. If you aren't a member of Little Black Book yet, then you can subscribe here.