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Write the future

Published/Aired: 
May 2010
Description: 

The epic three-minute “Write the Future” film takes people on a journey that dramatically captures that one moment when headlines are written from a single pass, or one strike can bring a nation eternal happiness, while bringing others to their knees. Some of the world’s best players, including Cristiano Ronaldo, Didier Drogba, Wayne Rooney, 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 and basketball superstar Kobe Bryant. Homer Simpson completes the star-studded cast of appearances. The film will be shown on TV for the first time on May 22nd during the European Club Final.

Production Company: Independent London

Music: Artist / Title: Hocus Pocus By Focus

Advertising Agency: W+K London, UK & W+K Armsterdam, The Netherlands
Executive Creative Director: Jeff Kling
Creative Directors: Mark Bernath, Eric Quennoy
Art Directors: Stuart Harkness, Freddie Powell
Copywriters: Stuart Harkness, Freddie Powell
Agency Producers: Erik Verheijen/Elissa Singstock/Olivier Klonhammer
Advertiser's Supervisors: Enrico Balleri/Todd Pendleton/Colin Leary
Planners: Dan Hill/Graeme Douglas
Account Managers: Gene Willis, Jordi Pont, David Anson, Marco Palermo
Account Supervisor: Lee Newman
Director: Alejandro Gonzalez Inarritu
Producers: Jani Guest, Richard Packer, Dave Morrison
Editors: Rich Orrick, Ben Jordan, Stephen Mirrione
Sound Design / Arrangement: Phaze Uk
Music Remix: Massive Music Amsterdam
Sound Design: Raja Sehgal / Phaze Uk / Grand Central Studios
VFX: The Mill

Comments (101)

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Highest Rated

ResolutionDoha's picture
ResolutionDoha
Activity Score 2

Can't view the Ad? It's says "Video is Private"...has it been taken down?

esia's picture
esia
Activity Score 239

good.

Blaz's picture
Blaz
Activity Score 69

Fanstastic.
This is not an ad.
This is a show.
Thanks Nike, I had a great time.

Hiperion's picture
Hiperion
Activity Score 3138

Sweet anarchy
Good work, guys!!!

Guest's picture
Guest

OMG!!!

miko1aj's picture
miko1aj
Activity Score 3086

Iñarritu? Fantastic and epic ad. I don't like creating hero-gods out of this guys, but THIS is absolutely amazing piece of ad art.

raavigeorgian's picture
raavigeorgian
Activity Score 2444

great is an understatement...good job

pez's picture
pez
Activity Score 1802

Wieden+Kennedy+Nike+Alejandro G. Iñarritu= Great time!

Guest's picture
Guest

Erm - what's so good about this?

Guest's picture
Guest

Don't worry dude, I think you entered this website by mistake.

Guest's picture
Guest

what isn't good about this?

Guest's picture
Guest

Outstanding, great humor, well shot. Very good all round

Guest's picture
Guest

unbelievably fantastic

Layne's picture
Layne
Activity Score 25

Ronaldo, Rooney, Drogba... It's like a who's who of the biggest w*nkers in football.
I'll stick to Adidas.;-)

Guest's picture
Guest

good job

capywriter's picture
capywriter
Activity Score 5509

This is so awesome. Obviously selected as today's finest ad!

Meshrum's picture
Meshrum
Activity Score 281

Superb!
Sir Wayne Rooney ;)

Local Hero's picture
Local Hero
Activity Score 15

This goes into my all time top 10.

Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

Amazing amazing. Only feel the Simpson part kinda breaks it but this is soo cool. Nike's done it again!\

LeeHarvey's picture
LeeHarvey
Activity Score 3045

Are you nuts? Homer Simpson lifts it into outer space! RonalDOH!!!

Wordnerd's picture
Wordnerd
Activity Score 6692

dammit. there was more than one genius involved in this

Alp Arslan's picture
Alp Arslan
Activity Score 33

very very good...

LeeHarvey's picture
LeeHarvey
Activity Score 3045

Aaaaaaaaaaaaaaaaaaaaaaaaaaaawesome! What a pity though Ronaldinho isn't in the Brazilian selection... And I wonder what Adidas will do now, they've got Messi!

capywriter's picture
capywriter
Activity Score 5509
LeeHarvey's picture
LeeHarvey
Activity Score 3045

Thanks Capy! So now it's obvious; Nike blows Adidas away this time.

Homer Simpson: "RonalDOH!"

Brilliant.

hufflepoff's picture
hufflepoff
Activity Score 430

This is fantastic! ronal-DOH! LUHG

TROILO's picture
TROILO
Activity Score 3

GREAT. also the subliminal nikelogo at the beginning...

TROILO

Guest's picture
Guest

Just... great.

talkingisfree's picture
talkingisfree
Activity Score 2710

Incredible!!!!!!!!!!!!!!

zenshoker's picture
zenshoker
Activity Score 29

DEMASIADO CHEVERE!!!!
esta increible... las tomas, la direccion de arte, ufff.. esta muy muy bueno

Guest's picture
Guest

Ronaldinho is not involve for World Cup 2010, man

zr0luee's picture
zr0luee
Activity Score 3

LOVE THIS AD!!! Best one yet from NIKE. VIVA EL FUTBOL!!!!

Guest's picture
Guest

I want to go out and buy some Nike clothes now, what and ad, W&K never let me down. AWSOME!!!

Guest's picture
Guest

Zajebiste!

Quinner's picture
Quinner
Activity Score 48

Amazing. Loved all the little touches like all the baby Wayne's. Best World Cup ad ever.

brandingworthspreading's picture
brandingworthsp...
Activity Score 648

I hate Ronaldo, I adore the ad. Amazing as always. Nike is just AMAZING. Great rationale.

Hibon's picture
Hibon
Activity Score 3736

"brandingworthspreading..... I hate people that hate's other people."
This is great work... Nike is on the move for the WC

Simple ideas are the best !

Marlus Lau's picture
Marlus Lau
Activity Score 1808

Superb! Just that!

elmex's picture
elmex
Activity Score 12

best world cup tv spot so far.
very nice. love it

lucas79's picture
lucas79
Activity Score 50

buenisimo

Lucas Advertising

uncleslam's picture
uncleslam
Activity Score 28

great ad, beautifully shot too

creaturetivity's picture
creaturetivity
Activity Score 9

Best spot of the year so far

Kateter's picture
Kateter
Activity Score 2029

brilliant.

they smashed Adidas to pieces.

Guest's picture
Guest

Believe me... I love the concept. And the execution is more than great. But this commercial is completely exchangeable. Would you say the same about Nike if there was a Adidas logo to claim this masterpiece?

Kateter's picture
Kateter
Activity Score 2029

yes.

what's your point?

Guest's picture
Guest

The point is that this tells nothing about the brand. They take big names in soccer and use them to create their one image. Every brand could have made this film, if they had the same budget as Nike...

Guest's picture
Guest

That doesn't make any sense at all. You replace the ad with Adidas, I'd still love it, keep it puma, I'd still love it. Nike is beyond an USP. Their biggest USP is their Creativity. You can take big names in FOOTBALL and make a very shoddy ad, I can give you millions and you could make a shoddy ad. But this is just brilliant stuff.

LeeHarvey's picture
LeeHarvey
Activity Score 3045

Very well put, dear guest! Comment of the day.

Temple's picture
Temple
Activity Score 11337

Ok. In every world cup we get 3 minute ads featuring football players doing tricks etc etc. And they are such a bore. I almost wish they were banned.

Until this.

This is not World Cup material. This is Cannes Grand Prix material, and if they do not win it, it will be because of the american judges' lack of understanding of football.

Actually, this is more than Cannes Grand Prix material. It will make it into popular culture.

For the people behind this: you made us proud of you and jealous at you.

workofpete's picture
workofpete
Activity Score 12

I'm a soccer player and I have fun to watch it a lots.

Kateter's picture
Kateter
Activity Score 2029

what's that got to do with you being a soccer player?

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