For its first major TV and print campaign for the Nike running shoe account, Crispin Porter + Bogusky took a historic approach to running, in part as a means to separate its work from that of longtime Nike agency Wieden + Kennedy. "We didn't want it to feel like a Nike commercial in the beginning. We wanted the consumer to say: 'What is this?'" said Alex Bogusky, a chief creative officer at the agency.

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