Nike Writes the Future. Brand Storytelling for the World Cup.
Anticipation for the 2010 World Cup is building and Nike is igniting excitement in fans around the world with their newest campaign “Write The Future.” In the 10 minute film launched on Facebook, director Alejandro Inarritu follows world superstars of soccer and flashes you forward into their hopes and fears as they encounter make or break moments in their careers. The difference in one kick could mean fame and glory or life as a bearded recluse in a trailer park.
The spot is fantastic. It’s exciting, it’s funny, and all around masterful storytelling.
Watch the full length version here.
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There’s so much depth in this spot you’d need to watch it 20-30 times to process it all. It’s a well-crafted reminder of how closely intertwined brands are with culture, persona, personal and national identity.