Nike hits marketing target again

MORRIS DALLA COSTA, QMI Agency

, Last Updated: 2:21 PM ET

It is already being called a moment of merchandising genius.

Actually, it’s more than a moment. It’s three minutes, four seconds of genius.

Nike strikes again.

With World Cup madness, fanaticism, ridiculousness about to take off in full force, Nike has opted to run a stunning addition to their “Write The Future’ campaign.

No doubt it will be viewed many times during the World Cup but the ad never mentions the world’s biggest soccer tournament that begins in South Africa June 11.

Nike is not an official sponsor.

The ad was done by Hollywood director/writer Alejandro González Ińárritu (‘Babel’, ‘Amores Perros’, ‘21 Grams’.) The music track is Hocus Pocus by Focus.

It will be shown on TV for the first time in 32 countries during Saturday’s Champions League final between Inter and Bayern Munich.

“Every touch you have in a game has the ability to change the entire course of not just those 90 minutes, but your entire tournament or season,” said Portugal’s Cristiano Ronaldo, featured prominently in the ad. “One touch of the ball can be an opportunity to leave your mark on the game and write your own future, or equally a moment missed, that creates a legacy for your opponent with their fans.”

Wayne Rooney is the other featured star and his is the story of how life could have changed if a particular play would have been different. The ad also includes Landon Donovan, Ronaldinho, Didier Drogba, Fabio Cannavaro and cameos by Kobe Bryant, Gael Garcia Bernal, Roger Federer and Homer Simpson.


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