Monday, April 28, 2008

New Nike Ad 'Take It To The Next Level' - Launches Tomorrow And It's Good



Just when I was moaning they don't make Nike ads as good as they used to, they make one that is.

It's epic stuff, with a strong narrative, and lots of nice detail along the way.

Shot by Guy Ritchie, apparently.

48 comments:

alfredmalmros said...

Agree. I like how they even captures the characters of the famous players. Ibrahimovic's smile etc.

I really appreciate that you dare to comment on current ads by the way, even though you must expect a shit storm every time.

rjhayter said...

Love it. Especially as I'm a gooner. I even don't mind Ronaldo looking good.

Anonymous said...

Bit cheesy for my tastes

Anonymous said...

As I said before, owes a lot to the 'Smack My Bitch Up' video, but pretty brilliant nonetheless.

Anonymous said...

I like it, is it supposed to be Robin Van Persie's point of view, Arsenal & Holland???

James Feess said...

wow, I love this ad.

Kind of makes me wish people played football/soccer in the US.

Wal said...

wicked stuff, really really like it.

Anonymous said...

Haha. Worked on the same brand for years. Presented a similar script 4 times. Glad someone finally made something like it!

Adam said...

You seem to like everything Wal. That won't get you a job, mate.

The ad is ok. The end line feels weak though.

Toad said...

I don't get it.

Why would someone become famous from playing soccer. I mean it's not like anyone actually watches it.

They should have made him a baseball player or something. Then it would have made sense.




(Just kidding. Great spot. Even for a clueless Yank.)

Will said...

That's a corker. As Alfred said, it's all in the little details.

JDSalinger said...

Shit.

Like the Budweiser ads.

Lloyd Grosman sauces - now there's a TV ad.

Stop being so seduced by the big trendy brands.

Rachel and Debbie said...

well well well, not bad at all shame they stuck a gooner on there for a star, at least he got clobbered by Ronaldo!!

Wal said...

@adam
nope, this will not give me a job. an opinion will.

Anonymous said...

Adam, do you REALLY think people are reading the end line? I didn't even notice there was one.

As far a football adverts go this is the most original since the park life one. And I can't remember the end line to that either.

Anonymous said...

Like it! Very well shot by Mr. Ritchie. I genuinely felt like I was there, on the pitch. These ads are normally so glossy and shot from the stands, so this is a refreshing look at football. Pretty cool stuff.

Lunar BBDO said...

That is fucking brilliant.

BTW, of course a gaylord like Ronaldo can knock Van Persie over; he's made of balsa wood (and I'm a Gooner).

Gordon Comstock said...

Bit like Scamp's Levis ad, no?

But then there's a lot of this first person stuff around at the moment. No-one wants to be an observer any more, everyone thinks they're the star, or deserves to be.

They've been using this technique in porn for ages. Really he needs to be muttering in French throughout.

Anonymous said...

Can we all just calm down.

This is the 'smack my bitch up' video (even down to the puking mid way through) but not shot half as well. The post on it is shocking. Arsene Wenger looks even more 2D than he does in real life, and the stadium effects are similar to something you'd find on Fifa 05. The whole thing looks animated.

The thought I don't mind, but why the fuck choose Guy Richie of all people? Pick somebody who knows post and how to get the most realistic results. Daniel Kleinman would have made this ad 10 times better...

Anonymous said...

Not as good as Sony Foam. And that's not very good either

Adam said...

@Wal: huh?

Anon @5:23 PM
that's exactly my point, it's so weak there's no reason for it being there. Just do it would have been enough.

M.M.McDermott said...

For a minute, I forgot how much I don't like football (soccer). Well shot, well edited, well directed. A kinetic money shot in the face of viewers. Love it.

Anonymous said...

Oddly this ok ad merely served to remind me how much I hate football and footballers. The girls. They wear alice bands for fuck's sake. And gloves if their ickle hands get cold. And they think that somehow they deserve £100,000 a week to paff an inflated bag around. Yes, it's the first ad for a long time that's rattled my cage. But for all the wrong reasons.

Anonymous said...

Is this supposed to look like a video game?

J said...

the best part about this ad is the Story behind it...
all i can say it's a Co-creation from W+K and Sunny... OOPS i shouldn't have said that.

J

rad said...

Adidas DREAM BIG is wayyyy better than this, this is obviously an idea that came out from watching band of brothers, red thin line or something else. Don't like it for 2008 maybe 1999 would be better for this Ad, but since there's no time machine

Anonymous said...

Has this come out of W+K london or Amsterdam? or neither?

Anonymous said...

It's not a "co-creation" at all, but done out of 72andSunny, an ad + design company based in LA and Amsterdam: http://adweek.blogs.com/adfreak/2008/04/lace-up-your-bo.html

Anonymous said...

this was done by 72 and sunny. offices in both LA and Amsterdam. headed up by the guys who did a lil ole thing called GOOD VS EVIL for nike football while at wk amsterdam.

DK said...

I love it.
Can't compare it to Good vs. Evil or Brazil in the Airports in terms of entertainment value. Having said that, this is rooted in true football. Nike are obliged to inspire young footballers rather than just entertain them.

Very apt how Nike are asking young English footballers to 'take their game to the next level' in a year when England are not in the European Championships

pisspoorenglish said...

I'm not normally big on these types of ads and my friends know my distain for the riches involved in football.

But after one watch, I can't not like that ad. Particularly when it goes quiet for the free kick.

pedantic cunt said...

distain? Pisspoorenglish indeed.

time-travelling-wanky-doodle said...

Rad @ 9.26:

You can get a time machine from Argos.

Or at least you could in 2143.

Anonymous said...

good ad, shit music and slightly weird cgi at first but becomes part of the interest by the end.
although the 'smack my bitch up' inspiration is quite clear, i don't think that's a bad thing.
me and my partner had assumed it was van persie too although he is left footed and the player takes the free kicks with his right. presumably it's not meant to be considered too much and 'could be anyone' but it's just irritating that if it was to be anyone, it'd probably be van persie.
still, good stuff, i expect this will be on itv1 during the man u / barca game tonight...

DK said...

solus 2 min spot tonight before the football - it should look fantastic

mm said...

the in-game footage is brilliant but everything else is a bit homoerotic. it feels quite British and I like that when it comes to football.

Anonymous said...

BIT LIKE SCAMP'S LEVIS AD? DON'T YOU MEAN WONDERBRA CAMPAIGN?

McLovin said...

Juan did it.

Anonymous said...

anon 2.17
totally different concept (and no i'm not scamp posting anonymously)

Gordon Comstock said...

Anon 2:17

I'm quite sure they weren't looking at the girl in the wonderbra ad because she was a footballer.

Anonymous said...

i think it's a nice script. Not sure why they gave it to Guy Ritchie. SOme of the post on Wenger is a bit dodge and for that reason i bet D&AD overlook it but i agree, this is the best nike ad in a long time

cocktalk said...

watched the two minute spot before k.o. and i'm sure it affected how i watched the first few minutes of the game

Anonymous said...

did you notice that this spot was based on actual humanity and had actual people in it and you felt kind of involved?

and did you notice how it wasn't a rip off of cog and didn't try to be epic? you did? great.

let's hope that lesson sinks in a bit there UK.

Lord Harris of Harrishire said...

i saw it on my television set last night and it was fucking cracking.

well done for getting the puking through the client as well.

Anonymous said...

>>>>i think it's a nice script. Not sure why they gave it to Guy Ritchie. >>>>


it's no longer a script.

why guy ritchie? because he knows how to direct talent and action sequences with humour. and he's done successful movies. uh...that would do it for me.

PR said...

F@*king awesome!

Anonymous said...

Really bad CGI

Anonymous said...

Everyone on the shoot knew WK did this storyline and about 600 others before the boys at 72 and Silly were given it 2 weeks before production started and dumbed it down to school boy idiocy. There is a poster at my gym with a picture of a mountain climber that actually says "Take it to the Next Level"...right next to one that says No Pain No Gain