Nike are well known for their creative advertising campaigns especially in the build up to major tournaments. I decided to look at a few stand out adverts as part of our regular friday feature.
'Good vs Evil' Advert 96.
This was one of Nikes first major advert staring a whole raft of players. The likes of Patrick Klivert, Ian Wright and a noticeably less tubby Ronaldo. The team set out against a team of demons in a predictable discourse. Whilst the footballers exhibit their skills against their foe's whilst wearing Nike Tempo boots. The advert ends with soon to be president of France Eric Cantona smashing an unstoppable shot which passes through the massive demon who is between the sticks.
Airport 98
Perhaps the most iconic of the Nike footballing advert family. With the first of Nike adverts focusing solely on an international side. Again similar scene's of 'battle' take place, however with a more jovial tone. With the Brazilian side having a kick about in an airport before they board the plane for the World Cup in France.
The likes of Denilson, Romaro, Ronaldo & a cameo from Eric Cantona take part in the 1:30 minute advert, which captured the imagination of the world before World Cup 98 in France.
The Match 2004
International team's again where the focus for this 2002 advert in the build up for the European Championships in Portugal. The same competitive discourse is set before the game, this time with the phrase "Ole!" and carries on throughout the Stadium. Similar characters of Luis Figo, Ronaldo, Eric Cantona & Denilson appear in the ad. However the advert does give special preference to at the time the current World player of the year Ronaldinho. His skills are reserved for the end of the advert, in which he beats several Portuguese players before being tackled by the referee.
Write the Future-2010
This epic viral advert became an overnight sensation thanks to Twitter & Facebook coverage. It's in fact the most viewed viral video in it's first week, clocking up 7.8 million views on Youtube. The three minute advert covers all of Nike's major football star. From Didier Drogba, Wayne Rooney & Cristiano Ronaldo all appeared in the advert with 'write the future' the main theme of the advert. Again a traditional discourse of battle was set, however fate was pitted against destiny in a visual feast. Agency Wieden+Kennedy dealt with the advert, and done a fantastic job in standing out against the glut of World Cup adverts that swamped our screens in 2010.
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