I was fortunate enough to stumble upon this amazing, timeless ad that, ever since it found its ways in between the pages of magazines as a pop up, has touched the hearts of many women who read it for centuries. The text was written by then 32-year old copywriter for Wieden + Kennedy, Janet Champ, who was tasked to take on Nike's campaign for women. More than anything, Champ, who started as a receptionist with the agency and worked her way up as a full-time writer, was inspired by how women always took responsibility and care for others but themselves and decided to tell them: it's time to take care of yourself too.
The campaign was so successful that women from around the US at the time of its release started writing and reaching out to the ad makers and Nike, telling them their personal stories that have no relation to sports or Nike products whatsoever. And perhaps that is what distinguished great ads and the rest--the ability to tap into an emotion that is central to the lives of the intended audience and inspire them.
Oh, did I tell you that Oprah Winfrey cried when she read the ad on tv for the first time?
Reading the text as a young woman in 2015, I have to admit that it pulled some heartstrings and nearly caused me to tear up. Regardless of time, I guess, the struggle of every woman is similar, if not the same. Growing up is always a painful and difficult process, growing an identity of your own and believing in your true self is even harder. We, women are insecure creatures and the people around us can either break or make us...but we will get a hang of this delicate balance eventually, just like our mothers and other female figures we look up to in our lives.
The full text for the ad is available below...