Boards of Canada track “Reach for the Dead” is featured in Nike’s new commercial for Nike SB Project BA. Watch the video below.
This year Boards of Canada have surprised fans and the music industry with some bold moves, including the release of their epic album Tomorrow’s Harvest, premiering their new material at an abandoned waterpark in Southern California, and even reissuing their catalogue on vinyl. BoC have definitely filled 2013 with unprecedented material, events and releases, not to mention their video release for Tomorrow’s Harvest track “Reach for the Dead,” which followed a serious of mysterious and captivating promotional events for their album.
Now, Nike is using the “Reach for the Dead” track in their new Nike SB Project BA commercial. This video is not the typical Nike ad with athletes talking and sports actions taking center stage, instead this commercial offers an artistic edge to the always sporty Nike SB’s. The camera follows (without any words in the entire commercial) a young man who is being dressed, tugged and pulled by his entourage. It ends in a fantastic splash of color, skateboarding and visuals any artist would applaud for. A new perspective on Nike, with edge, sophistication and out-of-the-box thinking. Watch the video below.