A short animated video circulating on social media platforms such as Instagram, X, and Reddit shows a person standing on a scale and later appearing to “hang” in an apartment, accompanied by the phrase “JUST DO IT.” The framing initially suggests a suicide scene, which has led some users to describe the clip as disturbing. As the video continues, it reveals that the person is not committing suicide but rather exercising using gymnastic rings. The animation uses Nike’s widely recognized slogan “Just Do It,” and many posts claim it is an official Nike advertisement. However, after investigation, we found this claim to be misleading.
Social Media Posts
The video has circulated with captions claiming it is Nike’s most controversial advertisement. Accompanied by this claim, the video went viral on Instagram with over two million views.
Similar claims were also shared here and here.
Fact Check
What the video actually is
The animation does not come from Nike. The clip originates from an independent animated short created by animator “Lazy Square.” In the original Instagram post, Lazy Square stated: “I tried to sell this video to N*ke company but that didn’t work out somehow…so we take it for Serious About Sports pin collection.” The full video features their own merchandise in the latter part. The animator’s caption further confirming that this was never an authorized or official advertisement.
While Lazy Square’s caption indicates that the video was pitched to Nike and not accepted, this statement comes solely from the creator and has not been independently confirmed by Nike. However, the absence of any official release or acknowledgment from Nike supports the conclusion that the animation was never authorized.
Absence of any official Nike statement
Some viral captions claim that Nike issued a statement about the video or responded publicly to it. A search of Nike’s newsroom, press releases, and verified communications did not locate such a statement. No major media outlet has reported on an official Nike response to this animation, and no Nike spokesperson has been quoted discussing it.
Without a verifiable Nike press release, newsroom post, or confirmed interview mentioning this specific animation, claims that Nike acknowledged, endorsed, or officially rejected the video remain unconfirmed. No publicly available evidence indicates that Nike has commented on Lazy Square’s “Just Do It”–themed animation.
Why Spec Ads Go Viral as ‘Banned’ Official Content
Spec ads, mock commercials created by independent designers to showcase skills or ideas, are often mislabeled online as real brand campaigns that were “rejected” or “banned” for controversy. This video fits a recurring pattern where the edgy concept drives shares, amplified by captions claiming Nike “couldn’t air it” despite no official involvement.
Common examples include a fake Old Spice ad with absurd humor and a parody Dollar Shave Club clip that were mistaken for real products; similarly, TV and movie fake commercials get recirculated as genuine. See some popular fake commercial as below.
The viral mechanics are straightforward: platforms reward shocking claims like “Nike controversial ad,” leading to millions of views without verification. The broader lesson is to always check brand newsrooms or verified channels; if no official statement exists, the content is likely user-generated, not corporate.
Conclusion
The animated video circulating on social media is not an official Nike advertisement. It was created by independent animator Lazy Square as a spec ad that was never authorized or released by Nike. Claims that this is Nike’s “most controversial ad” or that Nike issued statements about it are misleading and unsupported by evidence.
Title:Viral “Just Do It” Animation Is Not an Official Nike Ad
Fact Check By: Cielito WangResult: Misleading
