Ditching its usual sporty visuals for white text over a black screen, Nike has unveiled six of the ads, each featuring a Siri-like voiceover.
In the longest spot, the Siri-a-like goes on a "Choose life"-style rant, beginning: "This commercial is just one minute, compared to the ten hours a day you spend glued to your screens."
A series of shorter videos appear to mock services like Facebook, Instagram and Twitter, without naming any of them.
The campaign was created in the US by Wieden & Kennedy Portland.
This story originally appeared on PRWeek sister title Campaign