FKA twigs x Nike: yay or nay?

I actually love FKA twigs, but for different reasons other than she's pretty damn cool. Although, sometimes I feel like she tries too hard. This is especially evident in the newest Nike ad.

Don't get me wrong, I actually quite liked parts of it - the beginning definitely caught my eye. And although she is considered a creative genius and demonstrates an extremely admirable though process, the end choreography of the ad left me feeling like I'd just watched Little Mix.

They completely utilised the whole 'half naked women dancing' approach, because obviously it's okay because it's sportswear(?) But it was very very very over sexual. I mean, yeah, dance however you want, you want a sexy angle on the nike advert? you go for it. But maybe not the same formation of girls. I feel like the advert would have benefited from the cut of this scene, even though some could say it brings the piece together.

If I'm being mega brutal, I'd say that this approach is probably overdone, which is why I found it odd that FKA twigs was somehow associated with this. She's commonly known for thinking outside the box, but this was the same philosophy takes sexy type of advert that I'm actually so sick of seeing. Like, fair enough sell us your product, but don't try to tell me that Nike sportswear is going to take me to some other level of living and all that jazz.

Saying this, I do feel like this breaks some boundaries - it updates Nike in a sense, and it's nice that it is mainly a female cast, especially with the recent Women's march coming up.