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The heart of Nike’s Olympics campaign was its anthem film, “Unlimited You.” In it, Nike sought to inspire every athlete to go further than they thought possible. The twist is that the athletes eventually find themselves not only defying their own expectations, but those of the narrator (Oscar Isaac). The narrator feels himself losing control of the usual filmic conventions that define sports ads, even witnessing the athletes smashing the iconic JUST DO IT logo, and it allows Nike itself to push past the expected just as its athletes do. The film debuted during the opening ceremony of the Olympics and ran throughout the games.