RUNNING JOCKEYS by J. Walter Thompson Bangalore for Nike

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RUNNING JOCKEYS

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Industry Sportswear, Athletic Footwear & Accessories
Media Radio
Market India
Agency J. Walter Thompson Bangalore
Production Raveolutions Studio
Creative Director Senthil Kumar
Producer Ricky Kej
Released August 2010

Credits & Description

Category: Best Use of Radio as a Medium
Advertiser: NIKE
Product/Service: NIKE+ HUMAN RACE
Agency: JWT INDIA
Executive Creative Director: Senthil Kumar
Creative Director: Senthil Kumar
Scriptwriter: Dhruv Warrior/Ratin Dasgupta
Production Company: RAVEOLUTIONS STUDIO, Bangalore, INDIA
Producer: Ricky Kej
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: JWT INDIA, Bangalore, INDIA

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
EXPLANATION: For one week preceding the Nike + Human race, Nike took over three radio stations in Bangalore every morning at 7. 3 Running Jockeys replaced the regular Radio Jockeys and actually ran in the studio and out in the streets for one hour while still broadcasting their shows. MVO1: The next song I’m about to play is a souped up version of ‘Hey Boy, Hey Girl’ remixed at 150 beats per minute, perfect for that 8 minute tempo run we’re all about launch into. Wooh! Here we go... MVO2: Brothers and sisters, I hope you’re all enjoying this run. Only a few more days to go so we have to practice harder for the Nike + Human Race. All this running and jogging everyday was really scary at first but now its no tension at all! FVO1: Good morning Bengaluru, (breathes deeply) let me take another deep breath. (Breathes deeply again) That's right, I’m not sitting on my butt in the studio but actually out for my run and loving it at Cubbon Park! Its 7:10 already which means we’ve only 50 minutes left. So keep up the tempo. Run, Bengaluru, run! EXPLANATION: They chatted with listeners through the phone. FVO2: I was wondering what to eat the night before the race? MVO1: Have a regular meal. It’s not the Ironman you know (laughs). But seriously, don’t worry too much. Just eat sensibly and don’t eat too late. Get some rest... EXPLANATION: And interacted with fellow runners on the street as well. MVO3: Wow, this running and talking is really difficult. How are you managing it? FVO1: (Laughs) Practice, dude, practice. EXPLANATION: They even sang out some songs to inspire listeners and runners to join the Nike+ Human Race. FVO1: (Singing ‘Aa dekhe zara’) EXPLANATION: For a city that traditionally doesn’t run, more than 1,600 participated on race day. MVO1: (Singing ‘Eye of the Tiger’)

Full script of the ad in the original language
(Excerpts from the running jockeys on three stations) MVO1: The next song I’m about to play is a souped up version of ‘Hey Boy, Hey Girl’ remixed at 150 beats per minute, perfect for that 8 minute tempo run we’re all about launch into. Wooh! Here we go... MVO2: Ooye guru, hadu helthiru odu hogthiru adu gothilla nanmathra iga maneegay odukondu hogutha ideene yenakay gotha practice madtha idene Nike Plus Human Race alli odaduke. Full running and jogging mathadtha mathadtha nimma jothe mathadtha idene kelutha idera no tension! FVO1: Good morning Bengaluru, (breathes deeply) ek baar aur jee bhar ke saas leti hoon. (Breathes deeply again) Jee haan main is waqt studio nahin baithi hoon, balki zorse bhaag rahi hoon Cubbon Park mein. Saat dus ho chukka hai, matlab sirf 50 minute bache hai. Toh bhaago Bengaluru bhaago, FVO2: I was wondering what to eat the night before tomorrow’s race? MVO1: Have a regular meal. It’s not the Ironman you know (laughs). But seriously, don’t worry too much. Just eat sensibly and don’t eat too late. Get some rest... MVO3: Baat karna aur daudna toh bahut mushkil ho raha hai? Kaise manage kar rahe hai aap? FVO1: Hahaha. Practice beta practice. FVO1: (Singing ‘Aa dekhe zara’) MVO1: (Singing ‘Eye of the Tiger’)

Brief Explanation
The brief was to promote the Nike+ Human Race on the radio. Instead of having a regular Runner’s Hour on the radio, we replaced 3 radio jockeys with 3 Running Jockeys. These RJs actually ran inside the studios and ran out on the streets for one hour while still broadcasting their shows. They interacted with listeners, played running songs and motivated a large number of non-runners to join the race. While one Running Jockey was for an English station, the other two were for a Hindi and a Kannada station. RJ = Running Jockey.