Nike celebrates the ‘madness’ of Haaland, Vini Jr. and Mbappe in Euro 2024 ad

Ronaldinho also makes a guest appearance in Wieden+Kennedy’s latest big film for a major tournament

Published On
Jun 14, 2024

Editor's Pick

Americans tend to associate madness with basketball—of the March variety. Everywhere else in the world, it’s reserved for soccer (football) fandom. Nike leans into this with its grand Euro 2024 spot from Wieden+Kennedy London, themed “Awaken the Madness.”

In this case, the madness applies to the players when they push themselves to the limit—something that does require a certain unhinged dedication. This is embodied by the ad’s three main stars: Norway’s Erling Haaland, Brazil’s Vinicius Jr. and France’s Kylian Mbappe. There’s also a guest appearance by Ronaldinho, the Brazilian magician who retired in 2018 but remains a magnetic figure in the sport.

Also read: Adidas ad ‘Hey Jude’ captures England’s Euro hopes after years of heartbreak

The ad is dark and surreal, yet playful as well. Commenters on YouTube immediately seized on the absence of Cristiano Ronaldo, and indeed it’s been a long time since a global Nike Football ad didn’t include the Portuguese superstar. It’s doubly interesting since Ronaldo will be playing at Euro 2004—unlike Haaland (Norway didn’t qualify) or Vini Jr. (Brazil doesn’t take part in the Euros).

The spot was directed by Sam Pilling through Magna Studios.

The 2:20 spot followed a :30 released earlier this week, starring the young German winger Jamal Musiala. (Germany is hosting this year’s Euros.) See that spot below.

 

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Credits

Date
Jun 14, 2024
Client :
Nike Football
Agency :
Wieden & Kennedy-London
Creative Director :
Becca Pottinger
Creative Director :
Albert Pukies
Creative :
Adam Crockett
Creative :
Will Wells
Creative :
Sammy Watts Stanfield
Chief Creative Officer :
Ana Balarin
Chief Creative Officer :
Hermeti Balarin
Head of Account Management :
Matt Owen
Business Director :
Sam Hunton
Account Manager :
Zoe Manyonda
Strategy Director :
Sidney Henne
Strategist :
Hannah Vatandous
Head of Comms Planning :
Anjali Patel
Comms Planning Director :
Calvin Lyon
TV Producer :
Chloe Bradley
Assistant Producer :
Lea Georgiev
Studio :
David Brodie
Studio :
Jodie Burson
Business Affairs :
Alex Coomer
Production Company :
Magna Studios
Director :
Sam Pilling
Executive Producer :
Dav Karbassioun
Executive Producer :
James Sorton
Producer :
Neil Andrews
Production Manager :
Ben Burdock
Production Coordinator :
Michelle Cheung
Travel PA :
Reba Gaynor
Travel PA :
Nessie Appleton-Smith
Cast PA :
Bella Russell Flint
Cast PA :
Islay Leefe-Griffiths
Director's Assistant :
Maxi McLachlan
1st Assistant Director :
Julian Richards
1st Assistant Director :
Catalina Parra
DOP :
Norm Li
Production Designer :
Marco Puig
Product Producer :
Patrick Bailey
Wardrobe Stylist :
BRATSK
Product Stylist & Wardrobe Stylist :
Jazmine Sanz Valente
Wig Specialist :
Lauren Palmer
Casting Director :
Kharmel Cochrane
Storyboard Artist :
Kore Antonsen
Props :
Machine Shop
Sports Choreography :
Sports On Screen
Sports Choreographer :
Bohdan Pylpchuk
Sports Choreographer :
Anday Ansah
Sports Choreographer :
Zak Ansah
Sports Choreographer :
Seth Dakin
Sports Choreographer :
Frankie Sawyer
Service Production Company :
24/7
Executive Producer :
Lole Ramirez
Ambassador :
Jordi Molla
Producer :
Nayla Soffita
1st AD :
Javier Prieto
Gaffer :
Alex Garlop
Gaffer :
Sergio Fuidía
Key Grip :
Alfonso Lujan
Key Grip :
Leando Iruzun
SFX Supervisor :
Cesar Alcaide
SFX Supervisor :
Pau Costa
Stunt Coordinator :
Cuco Usin
Wardrobe Stylist :
Imma Rondan
Hair & Make Up Artist :
Milko Gómez
FX Make Up :
Rodolfo Mario Dellibarda
Art Director :
Delfin Emiliano
Location Manager :
Miguel Pareja
Location Manager :
Alpi Arribas
Sound Recordist :
Miguel Carretero
Service Production Company :
LS Productions
Executive Producer :
Sarah Drummond
Senior Producer :
Emma Hughes
Gaffer :
Nick Platt
Key Grip :
Ben Lowe
SFX Supervisor :
Richard Van Den Bergh
Sound Recordist :
Mike Mullen
Art Director :
Sami Khan
Hair & Make Up Artist :
Roxanna Gilanni
Location Manager :
Mark Wilson
Snow & Ice FX :
Snow Business
Producer :
Ben Zorilla
Line Producer :
Renaud Jaget
1st AD :
Fabrice Jeandemange
Casting Director :
Isabelle Audouard
Gaffer :
Quentin Ameziane
Key Grip :
Nicolas Taravel
Art Director :
Clara Labbé
Sound Recordist :
Nicolas Bourdon
Make Up Artist :
Louise Houdin
Hair Stylist :
Joris Ebong
Wardrobe Stylist :
Muriel Dantard
Offline :
Trim Editing
Editor :
Fouad Gaber
Assistant Editor :
Anders Mills
Assistant Editor :
Joey Henshaw
Offline Executive Producer :
Noreen Khan
Offline Producer :
Harry Watts
Film Manufacturer :
Kodak
Film Laboratory :
Cinelab Film & Digital
Film Analogue Effects Company :
Film House
Post Production Company :
Time Based Arts
Post Producer :
Chris Aliano
Assistant Producer :
Lily Barron
3D VFX Supervisor :
Sam Osborne
2D VFX Supervisor :
Miguel Wratten
Additional Post Supervisor :
Jorge Calvo
Additional Post Supervisor :
Ollie Ramsey
Additional Post Supervisor :
Pete Smith
AFX :
Jess Gorick
AFX :
Tom Robinson
2D Artist :
Andre Dias
2D Artist :
Bernie Varela
2D Artist :
David Thomas
2D Artist :
Eri Adachi
2D Artist :
Grant White
2D Artist :
Joe Tang
2D Artist :
Manolo Perez
2D Artist :
Miguel Carballal
2D Artist :
Mike Outlaw
2D Artist :
Olivia O'Neil
2D Artist :
Ollie Ramsey
2D Artist :
Paul Gill
2D Artist :
Prince Yiadom
2D Artist :
Ria Shroff
2D Artist :
Sarah Breakwell
2D Artist :
Vadim Davidoff
3D Artist :
Bethan Williams
3D Artist :
Chris Wood
3D Artist :
Flint Kuijkens
3D Artist :
Hendrik Kramer
3D Artist :
Ian Baird
3D Artist :
Ihor Obukhovskyi
3D Artist :
Jake Thompson
3D Artist :
Jordan Carter
3D Artist :
Maxime Ponsart
3D Artist :
Nigel Timms
Colorist :
Simone Grattarola
Color Assist :
Esther Woodbridge
Color Assist :
Tom Matthews
Sound Company :
750mph
Sound Producer :
Olivia Ray
Sound Engineer :
Sam Ashwell
Music Company :
Curation
Music Supervisor / Producer :
Sunny Kapoor
Music Supervisor :
Connie Edwards
Remix & Choir Arrangement :
Miink
Remix & Choir Arrangement :
Curation
Additional Music Production :
Mr. Pape
Choir :
London Contemporary Voices
Choir :
Meg Ella Brookes
Choir :
Kate Westall
Choir :
Ezzy Ndujiuba
Choir :
Rick Leigh
Choir :
Matt Jones
Choir :
Gonçalo Abrantes

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