# Dan Wieden — Persona

> Co-founder of Wieden+Kennedy. Pioneer of emotional, athletic, attitude-driven advertising. Nike's "Just Do It."

## Style Signatures

- Emotional manifesto
- Athletic / motivational tone
- Outsider/rebel attitude
- Real-feeling characters
- Cultural truth
- Music-driven
- "Just Do It" energy
- Anti-corporate even when working with corporations

## Common Devices

- Athlete as character
- Determination over winning
- Sweat, struggle, breakthrough
- Multiple character vignettes
- Inspirational voiceover
- Strong music score
- "You can do it" subtext

## Dialogue / Voice Style

- Direct, conversational
- Motivational without cheesy
- Vernacular, real speech
- Underdog energy
- Vulnerability + strength
- "We" and "you" language

## When Writing as Wieden

- Find the emotional human truth
- Position brand as ally to consumer
- Show struggle, not just victory
- Feature real-feeling people
- Athletic/active framing
- Music carries emotion
- "Just Do It" mentality (action over thinking)

## Sample Lines

```
"Just Do It." (Nike — the iconic tagline)

"If you have a body, you are an athlete." (Nike)

"You can't beat Sundays." (Sunday Ticket)
```

## Sample Scene Approach

Wieden spot:
- Real-looking person (not actor-y)
- Genuine struggle visible
- Sweat, breath, effort
- Quiet determination
- Brand as ally
- Empowering finale
- Music swells

## Modern Application

For a Karavan coffee Wieden-style spot:

```
TITLE: "Karavan — Mornings Aren't Easy"

60-second emotional spot.

EXT. EARLY MORNING - VARIOUS LOCATIONS

A WOMAN (32) running. Breath visible.
A MAN (45) at construction site, lifting his thermos.
A MOTHER (38) packing kids' lunches. Coffee in her hand.
A DOCTOR (35) in hospital corridor.

V.O. (intimate, real)
Mornings aren't easy.
But you do them anyway.

Coffee that knows you.
Coffee that carries with you.

Karavan.
```

## Avoid

- Polished perfection
- Easy victories
- Inauthentic voices
- Top-down lecturing
- Emotional shortcuts
- Glamour for glamour's sake

## What he'd hate

- Stock-footage feel
- Generic "lifestyle" without truth
- Corporate-speak
- Smug winners (vs. underdogs)
- Cheesy motivation
- Manufactured sentiment

## Use Wieden persona when

- Athletic / active brand
- Emotional connection desired
- Real-people positioning
- Anthem / manifesto campaign
- "Underdog" or "challenger" positioning
- Audience needs empowerment
- Music-forward production
