Nike+ Human Race

Saw this in the Metro last night. I love it.
You know when brands ask for a big idea? This is what they mean.

It's HUGE.
It's something only (fairly) recently possible, which means it's a new experience.
It's Nike through and through.
It will be fun and epic.
It will be interesting.
It will recruit a LOT of people.
It will raise money for charity.
Nike sits at the centre of it.

So why, why, why did the Nike chap have to wrap the 'article' up with this:

"It's an unprecedented way for us to bring an entirely new running experience to consumers around the globe."

Ugh - it was all so perfect and then you had to use the word 'consumers' and talk about the company as though it was releasing a new brand of toothpaste.

The story and the experience are both magnificent. And only Nike could have done it. That's your marketing.