The controversial ‘Dream Crazy’ Nike ad featuring Colin Kaepernick is making headlines again, and this time it’s for positive recognition. The 2-minute ad. featuring the former San Francisco 49ers quarterback took home the Creative Arts Emmy for Outstanding Commercial.
“Dream Crazy,” produced by the Wieden+Kennedy agency, was first released last year September and was an extension of Nike’s 30th anniversary “Just Do It” campaign. The ad encourages viewers to “dream crazy,” and it features the slogan: “Believe in something. Even if it means sacrificing everything. Just do it.”
The ad prompted immediate backlash due to Kaepernick’s decision to kneel during the national anthem while he was still playing in the NFL back in 2016. He said he was kneeling to raise awareness for racial injustices and systematic oppression in the United States, but many failed to agree with his method of protesting while calling him “unpatriotic.”
As you may recall, the video sparked outrage amongst Conservatives who believed Nike made a big mistake. People were uploading videos to social media burning their Nike products.
Donald Trump was among the critics of the ad, “I think as far as sending a message, I think it’s a terrible message and a message that shouldn’t be sent. There’s no reason for it”, he said.
But despite the backlash, the ad beat out other impressive ads for Apple’s Macbook, the iPhone XS, Netflix, and Sandy Hook Promise. This marks the first time Nike has won the award since 2002.