Pretty (or I Feel Pretty) is a television advertisement launched in 2006 by Nike, Inc. to promote its "Nike Women" brand of sportswear. The 60-second spot was handled by advertising agency Wieden+Kennedy in Portland, Oregon. The advert stars Russian tennis player Maria Sharapova in her first appearance as a spokesperson for the brand. Pretty debuted on U.S. television on August 20, 2006, with later appearances in cinemas and in print advertisements. It was directed by Czech director Ivan Zachariáš, with post-production and VFX work by The Mill. The piece was a critical and popular success. It garnered several advertising and television industry awards. Sequence Pretty follows a day in the life of Russian tennis player Maria Sharapova. It shows her getting ready, leaving The Waldorf-Astoria Hotel and travelling by limousine to a match at New York City's Arthur Ashe Stadium pursued by paparazzi. Every person she passes on the way sings a line from "I Feel Pretty", a song performed by the character Maria in the second act of the stage musical "West Side Story". She arrives at the game, where fellow players, reporters, camera crew, the ball boys and girls, announcers, and umpire sing the chorus along with the crowd, until silenced by a powerful return ace from Sharapova. The ad ends with a superimposition of the Nike Swoosh and the strapline "Just Do It" over Sharapova as she gets into position for the next serve. Background The advertising agency Wieden+Kennedy began its partnership with Nike, Inc. in 1982 and, aside from a short period in the mid-1980s, has held the account ever since. In the early years of the partnership, campaigns were focused almost exclusively at male demographics, leaving the market for women's sportswear to rivals such as Reebok and LA Gear. The few campaigns targeted by Nike at women in the 1980s, including one with the copy line "It wouldn't hurt to stop eating like a pig, either.", had not proved particularly effective. Despite more successful efforts in the 1990s, such as the "If You Let Me Play" campaign, Nike decided in 1997 to briefly reassign the section of its marketing budget given to female-oriented promotion from Wieden+Kennedy to rival firm Goodby, Silverstein & Partners. Goodby's brief tenure as lead agency for this area of Nike's marketing saw it reposition the brand, eschewing the use of celebrity athletes in favour of ordinary women. However, the consolidation of