Nike rolls out global soccer campaign

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[New York] Nike started a six-month global soccer campaign with the theme "Joga bonito," a catchy phrase that means "Play beautiful" in Portuguese and conveys the graceful, childlike joy of Brazilian soccer. In the first TV and online spot by Wieden & Kennedy, Amsterdam, French soccer star Eric Cantona commandeers a German TV station's live news broadcast and goes into a tirade against "liars and cheaters who make a fool of the game." He briefly shows footage of players making bad fouls, complaining to referees and exaggerating their injuries, before turning the channel into one that promotes good soccer values like honor, heart, joy and team spirit. Future spots, emceed by Mr. Cantona, will feature soccer stars like Ronaldinho, who embodies the joy of the game in footage that shows him playing soccer first as a small child then as an adult. Nine commercials will air on TV and cinema and on the JogaTV Web site within, along with additional viral footage. Nike will also organize futsal tournaments, a kind of five-a-side indoor soccer, around the world. The integrated campaign will include print, out-of-home, retail and mobile ads.
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