Nike Hypnosis Banner (1998)

proximity-based interactive banner

start over

I love this piece.

In part because it pokes fun at the whole concept of "click here", by revealing the kind of influence advertisers wish they had.

But also because this piece utilized a number of excellent techniques in doing it's job.

Notice that the closer your cursor comes to the banner, the more the banner responds- in a subtle game of "Hotter, Colder" it encourages the user to play.

The metronome beats were also interesting - they set a pace that somehow actually does cause you to stare at the thing longer than you otherwise might. When the

metronome finally stops, you're left holding your breath. The back-peddle is so strong that it leaves you wanting to click, just to see what happens.

I also think it has some of the best copy ever seen in a banner ad. Around this time we knew users weren't clicking the way advertisers wished they would, and even while the copy says "fine", the lack of information, the lack of any real hard sell made this banner incredibly unique and enticing.

Finally, this piece pays homage to the little floppy disc that we sent Nike out of the blue, back in 1995, hoping they would hire us..., which, of course, they did.

Don't you just want to click it?