I just saw the new Nike "Snow Day" commercial and it made me happy. Why? Not because it's a good spot. What made me happy was that in a world where everything is done faster and cheaper, it's obvious that this took time and money to produce. It's a well written, well directed and nicely edited piece of advertising. They clearly put a lot of time and money into getting it right. And those high standards reflect well on the brand.
Too many good brands create work that is beneath them. They rush through the process and reduce production costs, resulting in work that feels less polished and less complete. And as a result, it doesn't inspire viewers and get them excited about being associated with the brand.
In this case, I actually watched the two minute ad a few times. And these days I usually can't watch a 15-second commercial without looking for the skip button.
Not all assignments need to be mega productions that are 100% brand driven, but every once in a while it's good to create something truly special that buoys the brand and makes it aspirational. Thank you Nike. (And everyone else involved.)