Nike has unveiled an action-packed film that brings together some of the world’s greatest players to inspire football (AKA soccer) lovers and sports fans leading up to the 2010 FIFA World Cup. The epic three-minute “Write the Future” film takes the viewer on an incredible journey that warrants repeating because so much is going on.
Nike’s announcement describes it as capturing “that one moment when headlines are written from a single pass, or one strike can bring a nation eternal happiness, while bringing others to their knees.”
Sounds like the 21st century version of the “thrill of victory and the agony of defeat.”
In this film, Nike has “cast” some of the world’s best players, including Cristiano Ronaldo, Didier Drogba, Wayne Rooney, Fabio Cannavaro, Franck Ribery, Andres Iniesta, Cesc Fabregas, Theo Walcott, Patrice Evra, Gerard Pique, Ronaldinho, Landon Donovan, Tim Howard and Thiago Silva as themselves. You’d have to watch it multiple times just to pick up on who’s who (especially if you aren’t an avid futbol/soccer fan).
There are also special guest cameos woven in, featuring tennis legend Roger Federer and basketball superstar Kobe Bryant (especial fun to watch). Homer Simpson is seen greeting “RonalDOH” at the door.
It was directed by renowned Hollywood director and producer Alejandro G. Iñarritu (21 Grams, Babel). Nike’s ad agency, Wieden + Kennedy had a hand (foot?) in guiding the effort.
Adweek’s Barbara Lippert said:
The inspired idea is that each player (Drogba, Ronaldo, Wayne Rooney, Franck Ribery, Ronaldinho, etc.) is shown dreaming of how the tournament will go, and the impact for his own personal future if he leads his team to victory or defeat. This is shown in terms of his pocketbook, popular culture and even global politics. And considering the (sometimes insane) passion of soccer fans worldwide, some of it isn’t so far-fetched.
She also remarked how the director is “a genius at weaving together multi-dimensional story lines and playing with time. In a serious film, this can come off as contrived. For a three-minute Nike commercial, it’s exquisite.”
“…The spot manages to be very funny and very current (except for the inclusion of Ronaldinho, who ended up not making the Brazilian team — whoops). And even with all the amazing layering and filmmaking and focus on global depth, it still conveys a really cool and simple message — that anything can happen.”
You can also view it on Nike’s website.
Writing the Future…
Nike is engaging fans by giving them an opportunity to write their own future through experiences that put them at the center of the action. In June, fans will be able to live like their heroes through a unique experience on nikefootball.com that generates ripple videos and visuals from their own photos and information, placing them at the center stage (think Elf Me).
“The Chance”
Fans can also vie to get noticed and selected for “The Chance” – an elite Nike Academy football camp in partnership with the Barclays Premier League in England that allows players to get scouted and get noticed at the highest level of the game.
This is a nice, fresh campaign.
Reminds me of one of my favorite Nike futbol spots…
###
Fast Company gave a nice shout out to W+K for the Nike ad:
“Nike’s press kit, designed by Wieden + Kennedy, contained some crayola crayons hand-carved by Diem Chau. They feature six players–Wayne Rooney, Didier Drogba, Robinho, Fabio Cannavaro, Franck Ribery, and Cristiano Ronaldo–and Chau had 18 days to carve 70 crayons. “There was a week where I slept three hours a night,” she says.” Read it here: http://tinyurl.com/2cnos65.
Here’s a link to a compilation of top viral World Cup videos: http://corp.visiblemeasures.com/news-and-events/blog/bid/12891/5-Online-Video-Campaigns-to-Get-You-Pumped-for-the-World-Cup