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Nike: Brazil x Brazil

Advertising Agency: F/Nazca Saatchi & Saatchi, São Paulo, Brazil
Creative Directors: Fabio Fernandes, Eduardo Lima
Art Directors: João Linneu, Theo Rocha
Copywriters: Thiago Carvalho, Eduardo Lima
Head of Art: João Linneu
Director: Pedro Becker
Production Company: Fat Bastards

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18 comments

chuckieT's picture
chuckieT
680 pencils

Quickly, someone tell me if this is good or not... I have no idea.

juliephilippe's picture
juliephilippe
8 pencils

Chuckie, you gotta get some context before judging this ad. No, I'm not in this agency.

Brazil's soccer team is facing a very hard time to win easy games, even though we have some of the best players in the world. Here in Brazil, this is interpretated as a lack of confidence and an inside competition between players and national clubs to keep them playing in local championships.

In this scenario, the ad proves itself to be effective, placing brazillian soccer players enemies as themselves. They may and will be great when they fight they own fears and internal debates and do what they can do best: play. When they fight themselves, they should be unstoppable.

In my brazillian belief, that's the concept and that's the message.

chuckieT's picture
chuckieT
680 pencils

OK. If you're Brazilian and you like it, then I like it too.

I don't have a clue who anybody in the ad is and didn't understand the line at the end (the translation should have been posted under the ad). Although have you seen the Adidas ad with the runner racing a bunch of copies of himself because he keeps beating his own records? That was a pretty great ad. I didn't know who that guy was and I still loved it.

TexasH's picture
TexasH
365 pencils

Is it the message (surpass yourself - again)? Is it the idea ? Is it the direction ? Is it the video game look&feel? I don't know why, but it doesn't work for me, it doesn't ring any bell.

Maybe i'm just getting tired by the "big soccer game" ads (after Write the future, the Pele come back, etc) or wannabe...

juliephilippe's picture
juliephilippe
8 pencils

notsure, you gotta get some context before judging this ad. No, I'm not in this agency.

Brazil's soccer team is facing a very hard time to win easy games, even though we have some of the best players in the world. Here in Brazil, this is interpretated as a lack of confidence and an inside competition between players and national clubs to keep them playing in local championships.

In this scenario, the ad proves itself to be effective, placing brazillian soccer players enemies as themselves. They may and will be great when they fight they own fears and internal debates and do what they can do best: play. When they fight themselves, they should be unstoppable.

In my brazillian belief, that's the concept and that's the message.

TexasH's picture
TexasH
365 pencils

juliephilippe, "not in this agency" yet having 4 pencils and responding to each bad comments on THIS ad. :)

I like soccer. I know brazilian team have issues, especially against easy teams. And anyway i perfectly get the idea. And i don't doubt about the fact it's "effective".

But.

In my creative belief, again, that message feels not new and that concept (or the production of the all idea) doesn't ring any bell inside me.

Sorry.

juliephilippe's picture
juliephilippe
8 pencils

I totally agree with you when you say it doesn't ring your bell. It doesn't ring mine, too. And I agree that it doesn't feel new. I just tried to give you guys some Brazillian context.

And no, I'm not in this agency. I work for BBDO.

chuckieT's picture
chuckieT
680 pencils

Thanks for clearing that up.

Felipe Ribeiro's picture
Felipe Ribeiro
39 pencils

Juliephillippe, It could be the concept, but its not. The copy says "Defeat your own shadow". In this way, it's much more about performance than the brazilian team situation.

juliephilippe's picture
juliephilippe
8 pencils

If it actually is about performance, than, im my humble opinion, it is kind of repetitive. They may have missed a chance to do something beyond yet still strongly bonded with performance.

andylefty's picture
andylefty
4533 pencils

The line is a bit tame.

MissCopywriter's picture
MissCopywriter
168 pencils

It's quite nice but it reminds me of 'Write the Future', in terms of art direction and editing.
Yeah, I'm losing my excitement in big soccer game ad too...

Hadrons's picture
Hadrons
5743 pencils

brilliant way of showing the message, as always.

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

Temple's picture
Temple
9834 pencils

Instantly forgotten.

Spider's picture
Spider
289 pencils

The only great thing about the ad is see Mascherano getting nuts with the Brazilian soccer players. No matter if they are wearing blue or yellow shirt! That is great!

sambuca's picture
sambuca
1066 pencils

reminded me of my teenage years...
did this a lot with friends, brazil vs brazil on ea's fifa or konami pes. but back then brazil was really good, now they're just average.

JacktheMc's picture
JacktheMc
25 pencils

Love it. Was like watching a real-life FIFA 12 game.

kleenex's picture
kleenex
27722 pencils

not bad.

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