How Russian creators locates slogan Nike Air More Air

07.12.2006
For advertising campaign of Nike Air which has passed in the States have been developed a series of contemplate rollers - opening and a slogan ' More air. More world '.

Nike Air, developed as running-shoes, unexpectedly represents to it’s owners the new world, shows the things they never seen before only because haven’t run so far before. People who slide apart borders of own opportunities able to see more, they are capable of much and wear Nike Air.

Darya Sherstobitova, copyrighter of Lowe Adventa.

Variant of adaptation: "It is more than air. Faster than wind". «More air. More world» — slogan, very unpleasant for translation. However it is perfectly describes last two weeks of my life! That were very unpleasant two weeks… “It wold be pleasant if they have passed faster!” – I thought. Therefore the first variant were «In air time flies imperceptibly». I do not doubt, that the client would not buy such product, having referred to absence of functional advantage of a product. So on the second call it should to cave in and offer less beautiful — «More air. Faster than wind. » Something like this!

Dmitry Kot, freelance-copyrighter.

Variants of adaptations: "Over horizon and back", "All world lies at your feet". I take off a hat before devils from advertising of W+K. To find room for the whole world in 4 words. It’s very, very hard! To translate an ingenious slogan just with dictionary — thankless business. I shall experiment how to localize it. One kind of buyers lives behind the ocean, but our one’s — a little bit different. But they also divide (or as a minimum, understand) philosophy of Nike: just stand up and make the impossible! So I worked according to this rule.

You can do everything, but in this case "air" in English and Russian — two big differences. Using of it in a slogan — only to confusing of buyer. What remains? The boundless world, belief in, ostensibly impossible purpose. Therefore I suggest "For horizon and back". Or… a little bit banal variant "All world lies at your feet".

Source: www.adme.ru