Agencies are increasingly turning to the obscure offerings of the Internet for creative council. It happened last year with rathergood.com when the The Martin Agency vaulted strange little spongemonkeys to commercial fame for Quizno's.

Now, Nike's inspiration comes from a short film by Jason Windsor - a hobbyist animator and generally normal guy who made a funny for his friends - called, appropriately, The End of the World. Driven by hilarious broken English, political commentary, and the occasional expletive, the clip made the Internet rounds before catching the eye of Wieden + Kennedy. Windsor says he was approached by Wieden to parlay his original animation and voicing talents to a spot called "The Gift", which aired twice during the Christmas Day NBA game. Additionally, he created three clips for Nike Sphere.

Of his first foray into advertising, Windsor says he was surprised by the collaborative nature. "They would give me a script with the basic ideas, then I'd throw in some ideas."

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