WK-commercial van Nike: Write the future

Wie vanavond naar het Champions League duel tussen Internazionale en Bayern Munchen heeft gekeken (2 – 0 voor de Italianen, jammer voor Louis, leuk voor Wesley), kan de bijna 3 minuten durende commercial van Nike in de rust tussendoor niet zijn ontgaan. De nieuwe commercial, voor Nike’s wereldwijde football brandcampagne, heet “Write the Future”, hij staat hieronder, is gemaakt door Wieden+Kennedy in samenwerking met Nike en het is…. prachtig.

In de campagnebeschrijving heeft W+K met veel gevoel voor drame op laten tekenen:

“Every four years, the keys to football heaven are dangled in front of the international elite. Players can write their own future by giving the performance of their lives on the ultimate football stage. This is where players play to be remembered. One goal, one pass, one game-saving tackle can be the difference between fame and forgotten. The Write the Future campaign challenges each athlete to be the one who makes the biggest difference and drives his team to victory.”

“Although the futures we had imagined for the players are hypothetical, we wanted them to feel as real as possible,” zegt Mark Bernath, W+K’s co-creative director over het project. “When you watch Alejandro’s films, the experience is incredibly visceral and you suspend your disbelief long after the credits roll.”

Enrico Balleri, Nike’s global football advertising director, zegt, “This film is an entertaining three-minute ride for our broad audience, and an invitation to young football players to be inspired by great athletes, interact with the campaign, and be able to write their own future.”