Nike Football, “My time is Now”

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14 million views on YouTube and still going strong.

I’ve often eulogized the Nike work. Their access to and use of stars is often exemplary, but does this one go too far?

It is a promo that invites you into an interactive on-line opportunity to “find out what it takes”.

All very slick as you would expect, but is it too much?

With a wealth of talent at their disposal, everyone is in this spot Neymar, M’Vila, Götze, Ribéry, Sneijder, Ronaldo to name a few. Even Lebron James is crammed in there!

A case of not seeing the wood for the trees and not getting the best value out of priceless talent?

Obviously Nike and football have moved onto the global stage, but I still prefer some of the more tailored work – any excuse to show Park Life again:

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ITV’s Euro 2012 trailer “It’s good to dream” – best football ad this year.

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As the Europe and football fans everywhere look towards another Euro 2012, there is a flurry of advertising activity from the likes of adidas, Carlsberg etc.

But of all the choices, I think that the ITV effort gets top marks.

For a TV promo. it is pretty good. And if we were talking about an agency, we might even say there’s a good insight on the beleaguered English fan thinking (dreaming) of what might have been.

Above all it is entertaining and gives you a positive feeling about ITV and perhaps a stronger inclination to watch the channel where you have a choice.

Some great little insights that show what might have been. I particularly like the Gazza (Paul Gascoigne) monument in place of the “Angel of the North” and the Kevin Keegan references (bias of a Newcastle United fan) and if only Maradonna had been sent off!

David Beckham kicks Beethoven’s Ode To Joy for Samsung Galaxy Note

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Samsung’s Olympic Games Ambassador David Beckham displays precise footwork with a 15-foot wall of drums, the GALAXY Note and the illustrative capabilities enabled by the S Pen.”

True, but as we saw when Beckham kicked it for Pepsi, there is increasing cynicism around these “skill” based creative ideas. (He didn’t really kick the shot that featured in the ad)

The product demo is great – big screen and a pen with an instant publish feature (my words not theirs!). It also looks good.

But we are all thinking that Becks probably popped in and did a couple of shots and the rest was done in post.

The thing that really gets the viral charts racing is when there is some genuine and believable skill. I can’t help thinking that this would have been more effective if we believed Becks had given it a go?

Reference Federer in his tennis shot for Gillette Fusion which knocks the bottle from the guys head – a bit more “believable”!

Puma – HardChorus – (2010). Brilliant.

Cliched football ads are hard to avoid.

Puma remain an exception to the Big Brand rule. They have a tone of voice that works, is relevant, interesting and motivating and supports their unique point of difference.

This ad is topical and oozes insight. It is already an on-line hit with the fans.

It is also useful – ref their website: http://www.pumahardchorus.com/

As the site says:

They want to be in your arms.You want to be in the stands. What do you do when Valentines Day falls on game day? Dedicate and send this song at www.pumahardchorus.com
Beats the italian version hands down: Puma Italian HardChorus – Ti Amo
Well worth a few credits:

Agency: Droga 5, New York
Creative Chairman: David Droga ECD: Ted Royer
Creatives: Petter Hernmarck, Erik Hogfeldt
Agency Producer: Dana May
Director: Ben Gregor
Producer: Ben Mann
Production Manager: Hannah May
DOP: John Lynch
Post House & Producer: The Mill
Edit House/ Editor: The Whitehouse / Alaster Jordan
Sound House/ Engineer: Envy
Music: Savage Garden “Truly Madly Deeply”

FIFA 10 EA Sports Ad – How Big Can Football Get

Having eulogized about Nike, ESPN, SKY Sports, FOX Sports and Gatorade as fantastic examples of great football related work, I’m gutted by the above.

The promise is there. A great product, beautifully shot, with big stars, but what were they thinking in terms of script and sound track?

The old adage “if you can’t say it sing it” needs to be brought into play here.

The music doesn’t grip you and the script actually annoys. Particularly the end-line.

A lost opportunity to make a potentially great looking ad exceptional. Very surprising as it is from W&K Amsterdam of Nike fame.

Gatorade: “There is no Small Game”…for park players everywhere.

Most can eulogize about the fantastic creativity of the sports brands when it comes to the World Game.

Nike continue to excel and as posted previously, even the broadcasters are making some great ads when it comes to football.

Gatorade have reinterpreted the sentiment behind the famous Nike “Park Life” ad with a very entertaining piece for park players everywhere.

By CLM BBDO in France it gives a great twist to what you might expect and the mirror image of the Nike ad.

And for reference the classic 2006 “Park Life” from Nike featuring Eric Cantona, Ian Wright, David Seamen and Robbie Fowler, still with one of the best opening 5 seconds in advertising and soundtrack courtesy of Blur:

Footballing Bull in new Sony viral for Twilight Football

Twighlight Football is a global event, devised by the agency Fallon, to promote the Sony’s Exmor CMOS camera technology that enables photographers to capture high-quality images in low light.

The matches will begin in Italy on 22 September before moving to France, Spain, the UK, Argentina, Australia and then finally South Africa over approximately four hours and 40 minutes.

They will take place in a variety of exotic locations from the Iguazu Falls to the glacier under Mont Blanc. In Australia it is in the Pinnacle Desert.

The viral, created by Dare, focuses on the third location, a Spanish bullring, and includes shots of a bull showing off its footballing prowess.

Footage of the event as well as a twilight photography competition is on a the Sony website.

Given SONY’s association to football leagues, there are a number of links with broadcasters and brands across the globe, including FOX Sports in Australia:

The most successful aspect is that the global campaign uses social media to full effect via Twitter, YouTube and Facebook. It also supported grass roots tournaments, recruiting teams and giving it the credibility and awareness amongst fans (e.g. the UK’s Powerleague Tournament).