As the country continues to reel from racism—the American Psychological Association issued a statement calling racism a pandemic—brands appear to have taken a silent or measured approach in their response.
Today, however, one of the world’s most iconic and impactful brands, Nike, has taken the boldest step so far with a new ad.
Instead of tiptoeing around the subject, the 60-second ad “For Once, Don’t Do It” from Wieden + Kennedy Portland puts the scourge of racism squarely in the spotlight with simple, powerful statements like:
“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 sit back and be silent.”
The ad launched at about 7 p.m. Friday, when Black Lives Matter protests were taking place nationwide.
“Nike has a long history of standing against bigotry, hatred and inequality in all forms,” said a Nike spokesperson. “We hope that by sharing this film, we can serve …