Nike Football POV advert - genius!

29th April, 2008

Watching the Manchester United V Barcelona match with Scholes taking the lead was entertaining but the real treat came in the ad break.

The Nike Football ad stars Cristiano Ronaldo, Wayne Rooney, William Gallas, Ronaldinho, Ruud Van Nistlerooy, Zlatan Ibrahimovich, Marco Materazzi, Arsene Wenger and Cesc Fabregas and is filmed in the POV style (point of view - as in from your eyes and not from a series of camera angles).

The two-minute ad titled 'Take it to the Next Level' is directed by Madonna's husband, director Guy Ritchie (who is a Chelsea fan), and follows the luck of a young footballer from his humble beginnings in non-league football through to playing at the highest level for his country.

This is a work of advertising art and even with the fast-paced action there is a subtle showing of all things Nike in the background - Nike football, Nike boots, Nike shirts, Nike hoarding etc. etc. - you get the picture. However this mass of exposure to one of the worlds most iconic brands is diluted by the use of real icons from the world of football.

This is of course not the first TV ad to use big name footballers but not many do them quite so intelligently or create a point of difference - particularly the recent Pepsi ads. So remember that even if you have the budget to get big names in your ads you still need to think very carefully about the production. If Guy Ritchie isn't free then maybe Nexus can help.

Jason Edge

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