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August 28, 2015

Nike Writes the Future With New Soccer Ad

by Chris Jordan, posted May 21st 2010 5:08PM
Do you still doubt that soccer is the world's game?

Then you haven't seen the new Nike World Cup-themed ad, a globe-spanning spectacle of action and reaction featuring players Cristiano Ronaldo, Ronaldinho, Wayne Rooney and Americans Tim Howard and Landon Donovan along with celebs and fellow athletes Roger Federer, Kobe Bryant and Homer Simpson.

In the piece, entitled 'Write the Future,' what happens on the soccer pitch starts worldwide trends and influences pop culture. When Italian Fabio Cannavaro makes a bicycle kick to save a goal, he's serenaded by a dancing troupe of bicycle kicking babes hanging from circus wires. A goal-saving tackle by Brit Rooney leads to him being knighted by Queen Elizabeth and parents naming their new born lads Wayne. Fancy footwork by Brazilian Ronaldinho becomes a Web sensation and a new dance, performed by everyone, including Bryant during a basketball game.

The dazzling, quick-cut action is accompanied by the '70s progressive rock track 'Hocus Pocus' by Focus.

The piece ends with a potentially game-winning free kick by Portuguese player Cristiano Ronaldo. As the ball is struck, the image cuts to black with the words "Write the Future" placed above a Nike swoosh.

The mini-film is directed by Alejandro G. Iñarritu ('21 Grams,' 'Babel') and will air in 32 countries starting on Saturday, according to a Nike press release. So far, there have been more than a million -- and counting -- views of it on YouTube.

'Write the Future'

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Leo M.

Stop taunting us with soccer stuff...I can not wait for the World cup...only a few more weeks :)

May 24 2010 at 8:23 AM Report abuse rate up rate down Reply
1 reply to Leo M.'s comment

Nike understands branding power and the stage that is the World cup. That's why this video will be played in so man countries. In the US we don't appreciate soccer because we are not good at it. Our athletes go where the money is. If you are a World Class athlete, you can make way more in the NHL, NBA, or MLB in one year then playing 10 years of soccer, and one year is a lot in when sports is your career!!

May 30 2010 at 3:56 PM Report abuse rate up rate down Reply

Gotta love Wayne Rooney becoming a trailer park living mountain man if he dares not destroy America. Funny as hell all around. I just hope Ronaldo has no shot at becoming a Portuguese legend.

May 22 2010 at 4:45 PM Report abuse rate up rate down Reply

Leave it to Nike to make soccer look good!

May 22 2010 at 7:52 AM Report abuse rate up rate down Reply
Sir Yuck-Yuck

Canada - hockey curling
U.S.A. - football baseball

ya Soccer is nothing but beloved in North America well Mexico anyways

May 22 2010 at 3:17 AM Report abuse rate up rate down Reply

>>A soccer commercial? Really? I just lost all respect for Homer Simpson.

May 22 2010 at 12:21 AM Report abuse rate up rate down Reply
Pat Keenan

I love how they're is still clinging to Ronaldinho. He wasn't even good enough to make the team.

May 21 2010 at 7:47 PM Report abuse rate up rate down Reply
1 reply to Pat Keenan's comment
Pat Keenan

they're still *

May 21 2010 at 7:50 PM Report abuse rate up rate down Reply

Christiano Ronaldo is from Portugal, not Brazil.

May 21 2010 at 6:30 PM Report abuse rate up rate down Reply

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