Im sure most of you have seen the new Nike campaign called "write the future", which even before it official launch date leaked and went viral ahead of the world cup. The link wasn't meant to be public yet, but someone found it and since it has exploded on the internet with almost 10 million views on Youtube. The ad is of course star-studded with some of the big names in football including: Rooney, Ronaldo, Ribery, Didier Drogba and Homer Simpson an is pretty amazing in my opinion, striking all the right cords from the striking visuals, sounds and roaring crowds in the background.
The ad features all players experiencing glory and failure, therefore writing and re-writing the future with the faith of the whole country and their future depending on it. With a good story line as its backbone, this ad is one of the best i've seen in a while
The ad has got some funny bits and pieces and really captures the emotions and enthusiasm of the fans really well.
The ad was developed at Wieden+Kennedy in the Nederlands, who in collaboration with some very tallented camera people 3D artist and others managed to create a stunning ad. An interesting fact about this company and Nike is that they have worked together in the past, to be precise October 1982. Wieden+Kennedy who formed in Portland also made Nike's first Television ad which aired during the New York Marathon that year.
Check it out the 2010 and let me know what you think of it.
On the other hand, Stephen Armstrong from The Guardian has a completely different opinion about the whole thing, saying: "Nike's new World Cup ad is a mini epic, but the bizarre sight of a dejected Wayne Rooney with a beard is just one of the many things that are wrong with it". I don't particularly agree with his view, especially with some of the facts he puts forward about Nike imitating Adidas (which is not entirely true i believe). I will stop ranting on about it now so you can make up your own mind, but do have a look at his article.
References:
YouTube - NIKE FOOTBALL WRITE THE FUTURE - FULL LENGTH VERSION . (n.d.).YouTube - Broadcast Yourself.. Retrieved May 27, 2010, from http://www.youtube.com/watch?v=idLG6jh23yE
Armstrong, S. (n.d.). How could Nike get its World Cup ad so wrong? | Football | The Guardian . Latest news, comment and reviews from the Guardian | guardian.co.uk . Retrieved May 27, 2010, from http://www.guardian.co.uk/football/2010/may/25/nike-world-cup-advert
Goldman, Papson, R. S. (1998). Nike Culture- The Sign of the Swoosh. London: Sage Publcation ltd.
Nike Write the Future Full Version | The Inspiration Room. (n.d.). The Inspiration Room™ | "Mapping inspiration for creative minds Worldwide" | Home. Retrieved May 27, 2010, from http://theinspirationroom.com/daily/2010/nike-write-the-future-full-version/?utm_source=feedburner&utm_m
Nike | Write The Future | Wieden+Kennedy. (n.d.).Wieden+Kennedy | Full Service Integrated Advertising Agency. Retrieved May 27, 2010, from http://www.wk.com/campaign/wr
The "unlisted" YouTube video is closing in on 1 million views already - ‘Leaked’ Nike World Cup Ad Goes Viral Before It Even Launches - Softpedia. (n.d.). Latest News - Softpedia. Retrieved May 27, 2010, from http://news.softpedia.com/newsImage/Leaked-Nike-World-Cup-Ad-Goes-Viral-Before-It-Even-Launches-2.jpg/
Nike, Inc. - Wikipedia, the free encyclopedia. (n.d.). Wikipedia, the free encyclopedia. Retrieved May 27, 2010, from http://en.wikipedia.org/wiki/Nike,_I
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