I can’t help it, Nike just keep making the coolest ads and online films and now it is time to share yet another web film. As earlier written in a post last month, Nike+ is focusing on “making it count” - every day, every training is about getting one step closer to your goal. A branding concept very relevant with a year of both the EURO2012 and the Olympics.

This film shows how some of Nike’s athletes make it count to reach their goals, but with a cool twist in regard to one’s perception of a typical day in the life of a pro athlete.

Nike, UK probably looks forward to 2012 since it’s a great sports year with both the EURO 12 in Poland/Ukraine and the Olympic and Paralympic Games in London. To share the excitement Nike started looking forward to 2012 on New Year’s Eve with focus on how to #makeitcount:

“Tomorrow sees the start of a massive year for athletes across the UK. How are you going to up your game?”

Besides the film above Nike have made two films with two very different, yet experienced athletes – Rio Ferdinand and Paula Radcliffe. Rio Ferdinand has played over 250 games for Manchester United and has been capped by his country 81 times and back in 2003 Paula Radcliffe ran the marathon in 2:15:25 - a time which has yet to be beaten by any woman in the world.

The two films show that the two selected pros haven’t lost their motivation and desire to win trophies or beat records and how they will make it count this year…

In the below spot, Nike Argentina is making a little stunt or an “wake-up call” with the Boca Junior team. Boca Junior is nothing less than Argentina’s biggest team and is sponsored by Nike. However, the popular soccer team has been something of a letdown in the recent season and thus needed a motivating speech.

The cool twist with this ad is, that it’s filmed as candid camera while the players were attending a training session in the Bombonera stadium, their home ground. The “voice of the stadium” delivers an arousing message to the players and seems to genuinely take them by surprise.

The ad was first aired last Sunday during the final of Copa America, one of the most watched sport events in Latin America and thereby reached millions of soccer fans.

I really like the brand communication and universe, which Asics are using in regard to sports and especially running. I can relate to the Sound Mind, Sound Body philosophy and the feeling of and the energi released by running.

Sometimes it can be a bit difficult to jump into the running gear and get out of the door, but these commercials motivates me - one thing is to get into shape another thing is the feeling afterwards.

The new 2011 global branding commercial “Shedding” is no exception - Running releases more than just sweat:

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The style and universe is nothing new as can been seen from the 2010 campaign:

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The Asics brand essence is all about the cleansing power of sports and running: