Wieden+Kennedy, in partnership with Nike, is proud to present Nike’s new global football brand campaign, titled “Write the Future.”
Currently creating something of a buzz round the world online is a three-minute film called “Write the Future”. The global TV premiere of the ad will be tomorrow during the May 22nd European Club Final on major networks in 32 countries.
The epic TV spot, written by W+K London’s own seasoned veteran Stuart Harkness and fresh-faced youngster Freddie Powell, showcases a series of international football stars in their quest for victory and shows how one moment can be met with heroic achievement or defeat, sending a ripple effect across the globe. Some of the world’s best players, including Wayne Rooney (sporting a ginger beard), Cristiano Ronaldo, Didier Drogba, Fabio Cannavaro, Franck Ribery, Andres Iniesta, Cesc Fabregas, Theo Walcott, Patrice Evra, Gerard Pique, Ronaldinho, Landon Donovan, Tim Howard and Thiago Silva are featured. Special guest cameos are made by tennis legend Roger Federer, basketball superstar Kobe Bryant and even Homer Simpson. To bring the film to life W+K partnered with renowned Hollywood director Alejandro González Iñárritu.
“Although the futures we had imagined for the players are hypothetical, we wanted them to feel as real as possible,” explains Mark Bernath of W+K Amsterdam, co-creative director on the project. “When you watch Alejandro’s films, the experience is incredibly visceral and you suspend your disbelief long after the credits roll.”
Iñárritu is best known for his work on Babel, which was awarded Best Motion Picture for a drama at the 2007 Golden Globes and earned him Best Director at the 2006 Cannes Film Festival. Other notable directing work includes 21 Grams, Amores Perros, and his most recent film Biutiful.
Music featured in the spot is the track ‘Hocus Pocus’ by Dutch prog-rock gods Focus. For the spot, the music track was given a modern twist through remixing by Massive Music of Amsterdam.
“We needed a track that could not only keep up with the film, but surprise as well,” explains Eric Quennoy, W+K co-creative director. “Any song that can combine falsetto singing, yodeling and a flute solo and still rock is alright with us.”
Enrico Balleri, Nike’s global football advertising director, said, “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.”
Additional executions in the “Write the Future” campaign will continue to launch throughout June.
There any many small details in the film that repay close watching and here's just one to look out for: the beard worn by Wayne Rooney in the caravan scene was lent to him for the shoot by our top account man on Nike, Nic Owen.
Subscribe to
feed