British heptathlete Kelly Sotherton has an unswerving belief in herself and her ability to win gold in Beijing, so much so that she was prepared to prove it under the most testing conditions – a polygraph test – in a new viral advert that is part of Nike’s Just Do It campaign.
The new campaign is based on the insight that Kelly is an athlete with ultimate self-belief. To test this she is interviewed on camera by Dr Hilary Witchel, a leading Psycho-Physiologist from Bristol University, while wired to a polygraph machine. The aim is to test whether Kelly’s stated beliefs about her ability and prospects iof success in Beijing match her physiological responses. Dr Witchel runs Kelly through a series of leading and testing questions to detect how in sync her body and mind actually are. The questions surround her performance in Beijing and include ‘out of the seven events is javelin your weakest?’ and ‘do you ever hope one of your opponents chokes?’