Nike’s Write the Future World Cup commercial
If you’re a fan of soccer (call it “football” if you’d like) then by now you should have heard of Nike’s Write the Future TV commercial. It premiered on Friday, ahead of the Champions League Final.
Some of the most notable current soccer players are featured: 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.
The commercial follows the stories of soccer players as their on-the-field exploits translate to global movements.
Rooney becomes a man on a mission with a soccer ball and his future includes newspaper headlines of “Just Roo-it!” and a knighting ceremony with the Queen. Cristiano Ronaldo ends up a huge star with a stadium named after him, a biographical movie, as well as other mega endorsements. Ronaldinho shows off his fancy footwork on the soccer field, with a catchy dance move which is a global hit on the dance floors.
In addition, there are cameo appearances by other Nike sponsored athletes: tennis legend Roger Federer and Los Angeles Lakers rstar Kobe Bryant.
Not an athlete, but a star in his own right; Homer Simpson also makes a short appearance.
Davide Grasso, vice president of global football marketing at Nike, added: “This epic campaign really captures the scale, emotion and impact that one single moment in a football game can have on a player, fan or nation.”
Filmed by Alejandro G Inarritu, known for acclaimed films like 21 Grams and Babel, the commercial is a major milestone in Nike’s global marketing campaign ahead of the 2010 World Cup. The TV ad unveils Nike’s new Elite series of boots, and was created by ad agency Wieden+Kennedy, Amsterdam.
The new Elite series consists of the Total 90 Laser III Elite, the CTR 360 Elite, the Tiempo Air Legend III Elite and the Mercurial Vapor Superfly II. These sneakers feature carbon fiber sole plates which supposedly make them lighter and stronger.
Nike’s Write the Future commercial features the instrumental progressive rock song Hocus Pocus by the Dutch band Focus. from their 1971 album Moving Waves.
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tags: 2010 FIFA World Cup, 2010 FIFA World Cup videos, news, society, video
