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Nike: Write the future

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.

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
Production Company: Independent London
Director: Alejandro Gonzalez Inarritu
Producers: Jani Guest, Richard Packer, Dave Morrison
Editors: Rich Orrick, Ben Jordan, Stephen Mirrione
Sound Design / Arrangement: Phaze Uk
Music: Artist / Title: Hocus Pocus By Focus
Music Remix: Massive Music Amsterdam
Sound Design: Raja Sehgal / Phaze Uk / Grand Central Studios
VFX: The Mill

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101 comments

esia's picture
esia
239 pencils

good.

Blaz's picture
Blaz
69 pencils

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

Hiperion's picture
Hiperion
3138 pencils

Sweet anarchy
Good work, guys!!!

Guest's picture
Guest

OMG!!!

miko1aj's picture
miko1aj
3098 pencils

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
2444 pencils

great is an understatement...good job

pez's picture
pez
1730 pencils

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
25 pencils

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
5511 pencils

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

Meshrum's picture
Meshrum
281 pencils

Superb!
Sir Wayne Rooney ;)

Local Hero's picture
Local Hero
15 pencils

This goes into my all time top 10.

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

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

LeeHarvey's picture
LeeHarvey
3045 pencils

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

Wordnerd's picture
Wordnerd
6662 pencils

dammit. there was more than one genius involved in this

Alp Arslan's picture
Alp Arslan
33 pencils

very very good...

LeeHarvey's picture
LeeHarvey
3045 pencils

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

LeeHarvey's picture
LeeHarvey
3045 pencils

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

Homer Simpson: "RonalDOH!"

Brilliant.

hufflepoff's picture
hufflepoff
430 pencils

This is fantastic! ronal-DOH! LUHG

TROILO's picture
TROILO
3 pencils

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

TROILO

Guest's picture
Guest

Just... great.

talkingisfree's picture
talkingisfree
2578 pencils

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

zenshoker's picture
zenshoker
29 pencils

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
3 pencils

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
48 pencils

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

brandingworthspreading's picture
brandingworthsp...
648 pencils

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

Hibon's picture
Hibon
3731 pencils

"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
1806 pencils

Superb! Just that!

elmex's picture
elmex
12 pencils

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

lucas79's picture
lucas79
49 pencils

buenisimo

Lucas Advertising

uncleslam's picture
uncleslam
28 pencils

great ad, beautifully shot too

creaturetivity's picture
creaturetivity
9 pencils

Best spot of the year so far

Kateter's picture
Kateter
2024 pencils

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
2024 pencils

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
3045 pencils

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

Temple's picture
Temple
9923 pencils

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
12 pencils

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

Kateter's picture
Kateter
2024 pencils

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

Reality Check's picture
Reality Check
1799 pencils

Even at an epic three minutes, Nike's “Write the Future" film feels condensed.

Guest's picture
Guest

GRAND PRIX CANNES

Matias.anriqueZ's picture
Matias.anriqueZ
10 pencils

this spot its amazing
i really love it
and how the tittle says
E P I C

lalith.rajeev's picture
lalith.rajeev
116 pencils

Brilliant work

robbierae's picture
robbierae
84 pencils

i don't know if i've ever seen a better piece of film in advertising.

Carlos Garcia's picture
Carlos Garcia
846 pencils

A.M.A.Z.I.N.G.

CG

Guest's picture
Guest

Love it!! AWESOME!!

Guest's picture
Guest

SUPERB!!!!!!!

Guest's picture
Guest

AMAZING! I wish my name was on the credit list.

checkhill's picture
checkhill
465 pencils

Just did it! again.

gonndo's picture
gonndo
1092 pencils

Great, great, just great...
but I couldn't avoid to think about the film "Run Lola, run", and I'm not saying this is bad, I'm just saying that this concept is amazingly adapted for Nike...

Anyway, it doesn't matter, congrats to you all.........

Yes, my profile picture is my dog on my sister's bed, with a pillow and a blanket...

Goblin's picture
Goblin
408 pencils

Now you can retire :)

congratulation!

jpz001's picture
jpz001
6 pencils

Absolutely great!!

Guest's picture
Guest

Amazingly sweeeeeeeeet

Guest's picture
Guest

the greatest sport ad ever. nothing to add.

Guest's picture
Guest

It's W+K AMSTERDAM!

Guest's picture
Guest

wow! that was an expensive piece of sh.t.. how many millions?... Alejandro? wow.. another experience that football can rule the world.
very interesting scenario.
So we saw our heroes, and we learned that we should be successful in what we are doing, otherwise we will be poor and we can not spent our money on nike.
As far as history and writing it,i hope that some kids will ignore this and will become scientist inventing some cure against greed of our time.

Bianconiglio's picture
Bianconiglio
406 pencils

You are a bunch of brand slaves.
This idea is nothing special.

miko1aj's picture
miko1aj
3098 pencils

Probably You're the slave because You ignore the fact of massive admiration among possible target group, while still looking (as most of bored to death creatives) some twisted, new, exciting idea. Of course this ad has not super hot, breakthrough concept, but don't You think reactions prove that this is extrrrremely good piece of emotions packed in an ad? Is it not what advertisement is about? Yes it is.

Bianconiglio's picture
Bianconiglio
406 pencils

I almost agree with your eloquence :)

By the way: super shoes, super testimonials, super games, super money, super people, super do it, super future... super 'STOCAZZO.

(and of sure, I am a pussy slave)

miko1aj's picture
miko1aj
3098 pencils

Sorry, for being rude. Didn't want to sound like that. Stay well.

Abrahams's picture
Abrahams
109 pencils

The idea is simply not out of this world...a mediocre idea rather. But the way it has been executed is good. Its aint that great but yeah we can say its really good. The excitement levels and the peice of actions shown are nothing new. As far as the excitement levels are concerned, then we should realise the fact that soccer as a game brings that level of excitement everytime its there. So, talking simply from advertising point of view, its a good piece of work. Only good, not that excellent or awesome.

Kateter's picture
Kateter
2024 pencils

I've realized that this ad started a new trend. some people think they're supercool if they say "it's nothing special", "nothing new", "some old Nike BS", "it's just great production", "I could do it with a budget like that"...
unfortunately they end up looking like idiots.

funny though.

Bianconiglio's picture
Bianconiglio
406 pencils

it's not a new trend. you are not updated

Kateter's picture
Kateter
2024 pencils

still better than being outdated, right?

thank you very much.

Guest's picture
Guest

Just BRILLIANT!

Guest's picture
Guest

AwwwwwSSmmmmmm!!!!!!
Greatest ad ever

Guest's picture
Guest

Man, Nike keep doin it BIGGER and BETTER!! I love it!

AssassinX's picture
AssassinX
1329 pencils

W+K again.

Bravo!

raven's picture
raven
204 pencils

gold lion

ideamani's picture
ideamani
182 pencils

I'm gonna watch it again. This time with some popcorn and some audience.

The sudden cessation of stupidity- Advertising.

Guest's picture
Guest

Viva Alejandro Gonazalez Inarritu! The director is a mexican with amazing talent.

LeeHarvey's picture
LeeHarvey
3045 pencils

Ivan, tickle the Dutch and change the credits; it's W+K Amsterdam, the music, 'Hocus Pocus by Dutch band 'Focus' was remixed by Massive Music, a Dutch company. They all deserve kudos.

Guest's picture
Guest

they take us into allot of details,ideas,places and that's confused , graphics also 2 low

Endeio's picture
Endeio
270 pencils

Probably Cannes 2010 Grand Prix

AssassinX's picture
AssassinX
1329 pencils

Hi Ivan, I think the ad agency should be W+K London and W+K Armsterdam, cos several weeks ago I saw the name list of this ad's creative team on creative review's website.

Guest's picture
Guest

On facebook there is a "write your headline prediction here"
but idk what its for does anyone know what its for?
cause u choose a player

ideamani's picture
ideamani
182 pencils

BRILLIANT!

The sudden cessation of stupidity- Advertising.

Guest's picture
Guest

i think all the money NIKE saved by paying poor children in Thailand or Vietnam to do their shoes was being spent here

Guest's picture
Guest

This is so great, I just crapped my pants!

Guest's picture
Guest

Very Good!

Guest's picture
Guest

amazing execution. Idea not so brand new, but execution amazing. Cannes Grand Prix contender for sure

Guest's picture
Guest

Amazing!!

Guest's picture
Guest

like they said, not a commercial, this was a show ;)

Guest's picture
Guest

woooooooooh great job

tzuik's picture
tzuik
104 pencils

I don't even like football but this is just awesome.

Charlie_12's picture
Charlie_12
97 pencils

unbelievably fantastic

maksima's picture
maksima
8 pencils

Absolutely captivating!

brahmastrabs's picture
brahmastrabs
125 pencils

masterpiece! :"D

andylefty's picture
andylefty
4533 pencils

Wow this got a lot of comments. GREAT!

ResolutionDoha's picture
ResolutionDoha
2 pencils

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

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