Tag is a television and cinema advertisement launched by Nike Inc. in 2001 to promote its line of sportswear in the United States . It was one of four pieces forming the television component of the $ 25m "Play" campaign, which had been running for several months. Tag was created by advertising agency Wieden+Kennedy . Production was handled by production company Gorgeous Enterprises , who assigned director Frank Budgen to oversee the project. Filming took place in Toronto , Ontario .
50-506: (Redirected from TAG ) For tags on Misplaced Pages, see Misplaced Pages:Template messages and Misplaced Pages:Tags . [REDACTED] Look up Tag , TAG , tag , tág , tåg , or tagging in Wiktionary, the free dictionary. Tag , TAG , or tagging may refer to: Identification and tracking [ edit ] For uses in computing, see § Computing . Tag (graffiti) ,
100-463: A 10-year deal to provide equipment and uniforms to the NBA, a contract previously held by Nike. Other companies, such as Adidas and New Balance were also eating away at Nike's market share. While Nike's campaigns (including 9000 Shots , Hello World , and Move , among others) were designed with no particular demographic in mind, they appealed more to personalities who took sports seriously. It
150-533: A 2011 song by Jessie J Tag (barbershop music) , a dramatic variation in the last section of a song TAG Recordings , a record label Producer tag , a brief sound clip as the signature of the producer of the music track Television [ edit ] Tag (TV channel) , a defunct Philippine TV channel T@gged , a 2016–2018 American web series "Tagged" ( The Penguins of Madagascar episode) "The Tag" ( The Amazing World of Gumball episode) Theatre [ edit ] TAG Theatre Company ,
200-401: A Bronze in different categories. The campaign continued to receive awards throughout 2002. According to The Gunn Report , by December Tag was one of the ten most-awarded commercials of the year, Frank Budgen was the most-awarded director, and Nike was the most-awarded brand—knocking Volkswagen off of the top spot for the first time in ten years. Its impact was such that in 2010 it
250-606: A German word for "Diet" or "Assembly" (see: Bundestag ) Language and education [ edit ] Tag (Hebrew writing) , a decoration Tag (LeapFrog) , an interactive reading device Hashtag Part-of-speech tagging Tag question , a statement converted to a question Talented and Gifted program , in education School for the Talented and Gifted , Dallas, Texas, US Tree-adjoining grammar Natural science [ edit ] 3-methyladenine DNA glycosylase I , called TAG in E. coli Protein tag ,
300-550: A German word for "Diet" or "Assembly" (see: Bundestag ) Language and education [ edit ] Tag (Hebrew writing) , a decoration Tag (LeapFrog) , an interactive reading device Hashtag Part-of-speech tagging Tag question , a statement converted to a question Talented and Gifted program , in education School for the Talented and Gifted , Dallas, Texas, US Tree-adjoining grammar Natural science [ edit ] 3-methyladenine DNA glycosylase I , called TAG in E. coli Protein tag ,
350-456: A Marvel character Tag, a member of The Squirrels from the animated preschool show Hey Duggee Tag, the main character of the game ModNation Racers Tag, the main character of the TV series Rimba Racer Films [ edit ] Tag (2015 film) , Japan Tag (2018 film) , US Music [ edit ] " Price Tag ", a 2011 song by Jessie J Tag (barbershop music) ,
400-614: A biochemistry method Skin tag , a small benign tumour Theoretical and Applied Genetics , a scientific journal Timneh African grey , a parrot Triglyceride or Triacylglycerol, often shortened to TAG Tumor-associated glycoprotein , a type of protein TAG, a stop codon People with surname Tag [ edit ] Katrin Lea Tag (born 1972), German scenic designer and costume designer Kezban Tağ (born 1993), Turkish footballer Sport [ edit ] Tag (game) ,
450-513: A biochemistry method Skin tag , a small benign tumour Theoretical and Applied Genetics , a scientific journal Timneh African grey , a parrot Triglyceride or Triacylglycerol, often shortened to TAG Tumor-associated glycoprotein , a type of protein TAG, a stop codon People with surname Tag [ edit ] Katrin Lea Tag (born 1972), German scenic designer and costume designer Kezban Tağ (born 1993), Turkish footballer Sport [ edit ] Tag (game) ,
500-455: A crew and scouting potential locations for the shoot. When the team arrived at the final location, several blocked-off streets of the Canadian city of Toronto , the weather was bad enough to force the team to rewrite the script in order to finish on schedule. While 400 extras were recruited from agencies for Tag , the actor playing the piece's protagonist was chosen from the street outside
550-446: A deterministic computational model Tag URI , a unique identifier protocol Technical Architecture Group , a W3C group Tag management system , used to manage the life cycle of digital marketing tags Government and political organizations [ edit ] State adjutant general , US Tactical Assault Group , Australia Tamils Against Genocide Treatment Action Group , an HIV/AIDS activist organization -Tag ,
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#1732764842162600-446: A deterministic computational model Tag URI , a unique identifier protocol Technical Architecture Group , a W3C group Tag management system , used to manage the life cycle of digital marketing tags Government and political organizations [ edit ] State adjutant general , US Tactical Assault Group , Australia Tamils Against Genocide Treatment Action Group , an HIV/AIDS activist organization -Tag ,
650-480: A dramatic variation in the last section of a song TAG Recordings , a record label Producer tag , a brief sound clip as the signature of the producer of the music track Television [ edit ] Tag (TV channel) , a defunct Philippine TV channel T@gged , a 2016–2018 American web series "Tagged" ( The Penguins of Madagascar episode) "The Tag" ( The Amazing World of Gumball episode) Theatre [ edit ] TAG Theatre Company ,
700-399: A form of graffiti signature Dog tag (military) , an ID tag worn by military personnel Ear tag , an ID tag worn by farm animals Electronic tagging , a form of surveillance using a device attached to a person or vehicle Kimball tag , predecessor to the barcode, used to identify products to a stock control system Pet tag , an ID tag worn by pets Price tag , a label declaring
750-570: A form/style of graffiti signature Post-credits scene , a clip appearing at the end of some media Brands and enterprises [ edit ] TAG Body Spray Tag Games , developer in Scotland TAG Group , Luxembourg TAG Heuer , watchmaker TAG Oil , New Zealand Tennessee, Alabama and Georgia Railway , reporting mark Transportes Aéreos Guatemaltecos , a Guatemalan airline Computing [ edit ] TAG (BBS) , bulletin board software Tag (Facebook) ,
800-501: A form/style of graffiti signature Post-credits scene , a clip appearing at the end of some media Brands and enterprises [ edit ] TAG Body Spray Tag Games , developer in Scotland TAG Group , Luxembourg TAG Heuer , watchmaker TAG Oil , New Zealand Tennessee, Alabama and Georgia Railway , reporting mark Transportes Aéreos Guatemaltecos , a Guatemalan airline Computing [ edit ] TAG (BBS) , bulletin board software Tag (Facebook) ,
850-562: A herald of a trend in advertising towards the promotion of childhood and pre-adolescent innocence. Reaction to the campaign, and Tag in particular, was largely positive within the advertising community. Stefano Hatfield of The Guardian said of Tag : "a beautifully directed TV commercial with perfect timing" while Bob Garfield of Advertising Age referred to it as: "breathtaking in its conception, its choreography, its wry sensibility, and—beneath its exceedingly complex production—its sheer simplicity" The television components of
900-469: A link in Facebook Tag (metadata) (a more flexible form of categories) Tag (programming) , for passing parameters Tags (Unicode block) , with formatting tag characters Tag, an element in several markup languages HTML tag Revision tag , for a specific revision Audio tag, see Metadata § Digital music Tag files , an index of source code identifiers Tag system ,
950-408: A link in Facebook Tag (metadata) (a more flexible form of categories) Tag (programming) , for passing parameters Tags (Unicode block) , with formatting tag characters Tag, an element in several markup languages HTML tag Revision tag , for a specific revision Audio tag, see Metadata § Digital music Tag files , an index of source code identifiers Tag system ,
1000-489: A man on the street and places their hand on his shoulder, then flees before their target can turn around. The man looks exasperated for a moment as he realises that he has just been tagged as "It" in a citywide game of Tag . People begin to scatter in all directions away from him. He runs down the street to a bus, which promptly shuts its door on him and pulls away. People lock themselves into their cars as he approaches, while others duck into nearby buildings; one hides himself in
1050-415: A person or vehicle Kimball tag , predecessor to the barcode, used to identify products to a stock control system Pet tag , an ID tag worn by pets Price tag , a label declaring the price of an item for sale QR code or mobile tag, a type of matrix barcode RFID tag, passive electronic inventory stock control technology Toe tag , an ID tag worn by dead bodies in the morgue Triage tag ,
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#17327648421621100-476: A playground game Tag (horse) , an 18th-century thoroughbred racehorse Tag out , a play in baseball Tag team , a type of wrestling Alex Tagliani , Canadian racecar driver, nicknamed "Tag" Other uses [ edit ] Bohol–Panglao International Airport , Philippines, IATA code Former Tagbilaran Airport , Bohol, Philippines, IATA code Topological abelian group , in mathematics Trans Austria Gas Pipeline Transcendental argument for
1150-476: A playground game Tag (horse) , an 18th-century thoroughbred racehorse Tag out , a play in baseball Tag team , a type of wrestling Alex Tagliani , Canadian racecar driver, nicknamed "Tag" Other uses [ edit ] Bohol–Panglao International Airport , Philippines, IATA code Former Tagbilaran Airport , Bohol, Philippines, IATA code Topological abelian group , in mathematics Trans Austria Gas Pipeline Transcendental argument for
1200-551: A tool used to classify victims of mass casualty incidents Tagging (stamp) Arts, entertainment, and media [ edit ] Fictional characters [ edit ] Tag (comics) , a Marvel character Tag, a member of The Squirrels from the animated preschool show Hey Duggee Tag, the main character of the game ModNation Racers Tag, the main character of the TV series Rimba Racer Films [ edit ] Tag (2015 film) , Japan Tag (2018 film) , US Music [ edit ] " Price Tag ",
1250-566: A touring theatre company in Scotland The Theatre Arts Guild or TAG, a community theatre in Halifax Nova Scotia Other arts, entertainment, and media [ edit ] Tag (advertisement) , a sportswear commercial Tag: The Power of Paint , a computer game Tag Entertainment , a film production company Tagged (website) , a social networking site Tagging (graffiti) ,
1300-400: A touring theatre company in Scotland The Theatre Arts Guild or TAG, a community theatre in Halifax Nova Scotia Other arts, entertainment, and media [ edit ] Tag (advertisement) , a sportswear commercial Tag: The Power of Paint , a computer game Tag Entertainment , a film production company Tagged (website) , a social networking site Tagging (graffiti) ,
1350-469: The United States throughout the summer of 2001, opening with 90-second cuts of Tag on 25 June. The following week, the spots were shortened to 60 seconds, which continued to run until Labor Day in early September. Tag was supported on-air by its sister pieces Shaderunner , Tailgating , Racing , online by the "Play" website, and off-air by a significant outdoor and event campaign . For
1400-519: The advertising and television industries, including the Grand Prix at the prestigious Cannes Lions International Advertising Festival . Tag was one of the ten most-awarded commercials of 2002, and its impact was such that in 2010 it was voted one of the top ten advertisements of the decade by Campaign magazine . Tag opens with a sequence of shots of a modern metropolis, bustling with cars and pedestrian traffic. An unidentified person approaches
1450-414: The campaign tagline, "Play". Sportswear company Nike, Inc. has worked with advertising agency Wieden+Kennedy (W+K) since the agency's founding in 1982, having left its previous agency, McCann Erickson with W+K founders Dan Wieden and David Kennedy . While its trademark swoosh had been established at McCann, it was W+K who settled upon the "Just Do It" slogan and ethos which Nike has espoused to
1500-716: The campaign went on to win a significant number of awards, including honours at the Clio Awards , the London International Awards, and the Andy Awards , among others. Following these successes, Tag was pipped as a prime candidate for the Grand Prix at the Cannes Lions International Advertising Festival , considered the most prestigious award in the advertising industry. Its primary competition
1550-409: The campaign were discussed, and the four eventually settled upon were given the working titles of Shaderunner , Tailgating , Racing , and Tag . Each of the four were set in an urban environment and emphasised some aspect of friendly or fun competition in a non-sports context, and eschewed the use of celebrities. According to copywriter Mike Byrne, Tag was based on a PBS documentary on
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1600-483: The concept of play and on an encounter he had had with a young girl playing at an airport. W+K contracted production company Gorgeous Enterprises to handle production of the four television spots. Direction would be split between Frank Budgen ( Tag , Racing , and Shaderunner ) and Tom Carty ( Tailgating ). Budgen, known for his previous work on spots such as Bet on Black for Guinness and Hero's Return for Stella Artois , immediately began assembling
1650-404: The door and, after glancing to his left, begins strolling nonchalantly past the train, its occupants jammed against the window watching him. The camera cuts ahead to reveal a lone straggler who failed to make it onto the train. As he spots the tagged man, he turns to flee and the commercial ends with the pair continuing the chase outside of the view of the camera, a superimposed swoosh accompanying
1700-419: The existence of God See also [ edit ] T&G (disambiguation) (T and G) Tagged (disambiguation) Tagger (disambiguation) Tagline , a form of advertising slogan Topics referred to by the same term [REDACTED] This disambiguation page lists articles associated with the title Tag . If an internal link led you here, you may wish to change the link to point directly to
1750-419: The existence of God See also [ edit ] T&G (disambiguation) (T and G) Tagged (disambiguation) Tagger (disambiguation) Tagline , a form of advertising slogan Topics referred to by the same term [REDACTED] This disambiguation page lists articles associated with the title Tag . If an internal link led you here, you may wish to change the link to point directly to
1800-400: The free dictionary. Tag , TAG , or tagging may refer to: Identification and tracking [ edit ] For uses in computing, see § Computing . Tag (graffiti) , a form of graffiti signature Dog tag (military) , an ID tag worn by military personnel Ear tag , an ID tag worn by farm animals Electronic tagging , a form of surveillance using a device attached to
1850-548: The intended article. Retrieved from " https://en.wikipedia.org/w/index.php?title=Tag&oldid=1256607778 " Category : Disambiguation pages Hidden categories: Short description is different from Wikidata All article disambiguation pages All disambiguation pages Tag For tags on Misplaced Pages, see Misplaced Pages:Template messages and Misplaced Pages:Tags . [REDACTED] Look up Tag , TAG , tag , tág , tåg , or tagging in Wiktionary,
1900-441: The intended article. Retrieved from " https://en.wikipedia.org/w/index.php?title=Tag&oldid=1256607778 " Category : Disambiguation pages Hidden categories: Short description is different from Wikidata All article disambiguation pages All disambiguation pages Tag (advertisement) The commercial premiered on American television on 25 June 2001, and ran until Labor Day (3 September). It
1950-560: The largest brand of sportswear in the United States. W+K's strategy for Nike had consistently been to eschew targeting specific target markets , favouring advertisements and sponsorships of athletes with wide general appeal. The approach was successful; by 2001, Nike's U.S. sales were three times that of their nearest competitor, Reebok. However, Reebok had just launched an aggressive new campaign for their new RBK line of shoes, backed by celebrities such as Allen Iverson , Jadakiss , R. Kelly , and Missy Elliott . They also had just signed
2000-437: The opposite side of a revolving door to avoid being tagged. Crowds empty off the streets, while others huddle in lines behind the partial cover given by wastebins , scattering when they are spotted. The tagged man chases a group into a subway station , where they cram themselves into a departing train. He manages to jam his arm between the closing doors, but the people in reach shrink away. He frustratedly pulls his arm out of
2050-639: The outdoor component of "Play", W+K hired teams of street artists in New York, Los Angeles, and Chicago to sketch playground games such as hopscotch on the pavement outside of prominent businesses, together with the Nike swoosh and the campaign name and website. Events included the "Summer of Play" sponsored parties, in which Nike invited celebrities such as Snoop Dogg , Leonardo DiCaprio and Tobey Maguire to attend its Niketown stores from 1 August, and "creative sports" competitions run by Nike organisers for
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2100-417: The present day. Nike was, at the time, a relatively small and unknown but, over the next few years, Nike's share of the sportswear market grew consistently. The company entered into a rivalry with British firm Reebok for the top spot in the late 1980s. In the 1990s, through extensive sponsorship of prominent athletes such as Michael Jordan , Nike's market share overtook that of Reebok and the company became
2150-422: The price of an item for sale QR code or mobile tag, a type of matrix barcode RFID tag, passive electronic inventory stock control technology Toe tag , an ID tag worn by dead bodies in the morgue Triage tag , a tool used to classify victims of mass casualty incidents Tagging (stamp) Arts, entertainment, and media [ edit ] Fictional characters [ edit ] Tag (comics) ,
2200-482: The public on the streets of New York and Los Angeles. The online component of the campaign, designed by Vancouver -based company Blast Radius, comprised a dedicated website, e-mail competitions and online games. It was the first Nike advertising campaign to make use of user-submitted video—people would upload clips of themselves or others at play, and the campaign team ran them on the "Play" website and invited others to comment. Tag , and its associated campaign,
2250-438: The set just before filming began. The crew shot on 16 mm film using three cameras to allow editors to cut to different perspectives while keeping each scene to one take . Art director Andy Fackrell warmly welcomed the technique, commenting: "When you can get it all in one take, it becomes more natural. The camera zooms in on the guy's face when he has to make a decision. You feel for the guy." The "Play" campaign ran in
2300-459: Was a financial and critical success. Nike's profits for the quarter following the release of the campaign rose 8.3%, despite the fact that sales in the United States fell 2% in the same period, likely due to the economic turmoil following the September 11 attacks . Nike ended the fiscal year with sales up 5.5%. It was successful in shifting public and media perceptions of the brand. It was seen as
2350-468: Was seen to be Champagne for Microsoft 's Xbox video game console , Beware of Things Made in October for Fox Sports , and Odyssey for Levi's jeans . Ultimately, Tag took home the prize, marking the second time Nike received the prize in four years. Other components of the "Play" campaign also saw success at the ceremony, with Shaderunner receiving a Gold and Tailgating taking home
2400-427: Was supported by three additional television and cinema commercials, titled Shaderunner , Tailgating , and Racing , which ran concurrently. There was also a significant offline campaign, comprising public events in the streets of major American cities, and invitation-only parties at Niketown stores attended by celebrities. Tag , and its associated campaign, were a huge critical success, garnering dozens of awards from
2450-638: Was voted one of the top ten advertisements of the decade by Campaign magazine , and was inducted into the Hall of Fame at the 2010 Clio Awards. Frank Budgen went on to direct several other award-winning advertisements, including Mountain for the Sony PlayStation in 2003, which won him a second Grand Prix at the Cannes Lions International Advertising Festival. While satisfied with the results of
2500-434: Was with this in mind that, in 2001, W+K proposed a new campaign aimed at those with a more lighthearted approach to sports, aiming to promote the wearing of Nike sportswear as fashionable in everyday life, as well as in athletic environments. This campaign, titled "Play", was handled by a five-man team overseen directly by Dan Wieden and creative director Hal Curtis. Several ideas for the television and cinema component of
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