By Angela Dawson
LOS ANGELES--The line between life and sport blurs in a new general training campaign for Nike from Wieden & Kennedy.
Four almost wordless TV spots broke last week on network and national cable. All involve everyday people training for a particular sport, using the themeline, "What are you getting ready for?" Instead of the swoosh, the word "Nike" appears in small cursive letters at the end of each ad.
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In one spot, a boy squeezes blood from a steak onto a soccer ball, which he then takes outside to dribble, and is chased by a pack of dogs.
A 60-second spot shows a man out for a morning run. As he leaves his house, he is gradually joined by dozens of professional runners, including Michael Johnson, until a virtual stampede is under way.
Another spot shows a baseball fan who concocts an odd brew with such ingredients as baseball cards, Nike shoes and even a baseball bat, all thrown in a blender.
The spots began airing during World Cup coverage, and will continue to run indefinitely, said Liz Hartge, a representative of the Portland, Ore.-based agency.