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Award-winning Nike ad proves brands can’t get woke in two minutes

On August 14, 2016, during a pre-season match, when Colin Kaepernick, a professional quarterback at the time, decided to sit on the bench during the US national anthem to protest police brutality and social injustice, he didn’t know he was going to push the world of marketing and advertising toward more purposeful and woke messages and content. It was a turning point for advertisers to flip around the obsession with the typical outputs (the number of clicks, ad skip rate, sales generation, etc