Football tricks, attitudes, rivalries and more

Visualising the potential future of renowned soccer players, Nike had ‘Written the Future’ of World Cup in 2010.

Kicking off the brand’s global World Cup advertising campaign, the advert titled ‘Write the Future’ dynamically sketched the astounding outcomes for ace soccer players like Cristiano Ronaldo, Frank Ribery, and Wayne Rooney among others, who go on to win accolades, mentions famous TV series like ‘The Simpsons’, et al.

Competing tough with Droga 5’s ‘After Hours Athlete’ for Puma, ‘Write the Future’ bagged the Film Grand Prix at the Cannes.

The film was a brilliantly executed that not only concentrated on details but also meticulously polished. Besides being emotionally connective – which is frequent in all Nike films –this one was inspiring and pumped up.

But… the ad film didn’t quite work out for the star players, who were a little off in the tournament. Before the world could start mocking the spot, Nike churned out a sequel, only more epic.

Titled ‘My Time is Now’, the campaign featured a host of world’s best soccer players, simultaneously celebrating the zeal of young, impatient players, willing to do all it takes to make a mark.

With a powerful theme wherein upcoming players - Mario, Neymar and Yann - compete against the legends (Wesley, Ronaldo), the campaign had more rhythm and energy than the former ‘Write the Future’ campaign.

Ultramodern cinematic tricks, powerful voiceover, and of course the flawless ball play by the players, made the spot a compelling narrative.

The best part, among other comic touches, in the ad, was Ronaldo getting cornered failing to find a jersey that fits him.

The game heats up as the legends show-off their impeccable skills (for instance, the blinding and faints by Neymar). Gerard and Andres join the turf in their black suits, straight from the board meeting.

Kicking off on Facebook, YouTube and Twitter, the campaign was also an interactive experience on the landing page of nikefootball.com. People on the microsite could experience content in a unique way.

As the video progressed on the site, viewers could find hidden tunnels that highlighted interesting insights about the athletes, along with their success and ‘hunger for great’ stories.

Through the campaign, Nike also unveiled its Clash Collection; the same boots that are worn by the legends on the turf.