Nike advert directed by Guy Ritchie and shot from the player’s perspective through the rise of his career.
Excellent authenticity throughout, the use of famous players/managers and remarkable CGI effects make for a very realistic look, especially when compared to other representations of football games that have been purposely shot for an ad or TV programme. Great fast pace to the whole advert with multiple shots emphasising the skill of the game and players.
The storyline looks to realise ‘every’ young boys dream, the rapid progress of playing on the muddy fields of the local Sunday league team, all the way to international glory in-front of thousands of adoring fans. The playboy lifestyle that many associate with that of a modern day footballer is also present, with the mystery protagonist enjoying all the pleasures that his successes on the pitch allow him: the cars, girls, money and fame. Players and teams endorsed by Nike appear and some surprisingly competent acting means for some humorous moments. Famous players play up to their traits with the stern-ness of Arsene Wenger and arrogance of Christiano Ronaldo ensuring that the audience are made aware of these celebrities/players association with the brand. Keeping the audience engrossed with the narrative, astonished with the skill, entertained by the music and humoured by the comedy.
The ad ultimately tells the audience: “wear these Nike products like your idols, and you too, one day, could progress up the ladder of ‘footballing’ success and live the high life with all the girls, glamour, sex, cash and medals” All in all I would say this is a fantastic advert, both creatively and from the clients POV with adequate amounts of product placement. Tapping into that idea of progressing from the local club all the way to stardom is a dream that many a young boy will confess to having, meaning for a great technique of involving and absorbing your target market in your advert.
