Nike – Make it count video: The best branded story ever told?

Casey Neistat tricked Nike.

The sporting giant hired the film director and editor Max Joseph to create a commercial for the Nike FuelBand featuring the slogan “Make It Count.” But at the last minute, the duo strayed from the agreed-upon spot, and set off on a journey around the world using Nike’s money and advice to “Make It Count.”

“The ‘Make It Count’ film was the third film I was to make for Nike and at the last minute I thought, ‘If I could do anything in the world and make it count what would I do?’” Neistat told CNN.

It took 10 days to use up Nike’s cash. Neistat and Joseph traveled 34,000 miles, visiting 16 cities in 13 countries on three continents. The result is a four-and-a-half-minute film, which still features Nike’s “Make It Count” branding.

Neistat says they shot enough footage for 10 feature films. He also uploaded an album of still shots to Facebook.

The film has been viewed more than one and a half million times on YouTube in less than three days.

Nike, needless to say, has been pleasantly surprised with the film’s viral reach.

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