
Have you seen Nike's latest Olympic advert "Winning isn't for Everyone"? If not, you're in for a surprise! This commercial has taken the sports community by storm and guess what? It's not just the inspiring visuals that have everyone talking; it's the brilliant choice of music that accompanies the ad. The commercial features the first two movements of Beethoven’s 9th Symphony from the Egmont Overture, titled “Allegro Ma Non Troppo, Un Poco Maestoso” and "Motto Vivace" which sets the perfect tone for this epic campaign.
One of the most fascinating aspects of this advert is the use of classical music. You might be wondering, why Beethoven in a Nike ad? I’ve often wondered this too but classical music has a unique way of evoking powerful emotions and creating narratives without saying a word. In this commercial, the soaring strings, compelling narration by Willem Daffoe and the dynamic crescendos of Beethoven's symphony perfectly capture the essence of triumph, resilience, and the pursuit of excellence.
The Power of Music Licensing in Advertising
Music in advertising plays a crucial role in shaping the viewer's perception because it’s all about creating an emotional bond that resonates with the audience and the product being sold on the commercial. With Nike, you’re not just being sold their clothing; you’re being sold an aspiration. An aspiration to be great, like their athletic brand ambassadors. The music supervision team’s decision to feature Beethoven's music highlights their good ear for music, their commitment to storytelling and their willingness to push boundaries, just like the athletes they’re responsible for representing.
Beethoven and the timeless pursuit of greatness
Another thing that particularly stood out to me is how timeless Beethoven is, much like the pursuit of greatness. In fact, the most poignant thing of all about this commercial is how much Beethoven embodied the very characteristics that this campaign highlighted. Beethoven composed over 700 works even though he was deaf!

While the commercial has sparked some minor controversy with the public about what attempting to achieve a goal should look like and how far one should go in the process, it is a reminder that success is attainable for anyone willing to put in the effort and determination.
Behind the Scenes: Wieden + Kennedy

This captivating campaign was brought to life by the creative minds at Wieden + Kennedy, known for their work with Samsung, Heinz, Hennessy, Doordash and Sydney Sweeny’s Ford commercial. The team that put together the music is Soundtree Music.
Watch the campaign on YouTube.
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