It’s 2014 and all football fans know what that means: it’s the year of FIFA World Cup! Fans from around rejoice and root for their national, or if not, at least their favorite teams and of course, their favorite players. Nike isn’t an official sponsor for the event, but that doesn’t mean they don’t always squeeze some marketing success out of it. In 2010, Nike Football created an amazing campaign called Write The Future, which focused on the terror of failing on the sport’s biggest stage and in the past, has often focused on the psychic stress of being an internationally acclaimed footballer.
This year, Nike Football starts off its World Cup 2014 campaign with a somber spot, created by Wieden+Kennedy featuring football giants. Portugal’s Cristiano Ronaldo, Brazil’s Neymar and England’s Wayne Rooney are shown in the 60 second spot, following them preparing for the World Cup under extreme pressure. Who else but Ronaldo can carry the Portuguese national team? Is Neymar worthy of the fabled number 10? Will Rooney finally score for England?
“The expectations—from a nation’s hopes to the historic power of a shirt—are massive, but these are players who thrive on that responsibility,” said Davide Grasso, Nike’s chief marketing officer. “These players play on the edge because they know great moments usually spring from attempts to try something out of the ordinary. Think about Zlatan’s overhead kick last year, or Rooney’s goal last weekend. Those moments do not occur without fearless risk-taking.”
The message sent by Nike Football is clear : Risk everything. Truth be told, the most loved footballers and the most talented ones are those who represent their country. When we say Portugal, we say Cristiano Ronaldo. So, without a doubt, the pressure is on and they have to perform under great scrutiny. What do you think of the first spot done by Nike Football for the 2014 World Cup?
Photo from adweek.com
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