Nike declares a 'land of new football' in latest soccer ad
W&K Amsterdam's ad also features Marcus Rashford, Sara Däbritz and local players
Editor's Pick
Nike continues to emphasize its mission to change the face of soccer in its latest "Play New" ad.
The spot, from Wieden & Kennedy Amsterdam, centers on the idea of the "Land of New Football," with a new generation of players declaring their independence from the old ways of the game. That idea is visualized metaphorically by imagery depicting all the soccer pitches and stadia all over the world stitched together to form a gigantic piece of land.
While the film features professional soccer players like Marcus Rashford and Sara Däbritz, it also highlights grassroots soccer heroes like JJ Roble, the U..K’s first Muslim referee, and local football communities around Europe such as Alesia FC in France or Football Beyond Borders in the U.K.. The theme is one of inclusion and being true to who you are, with a diverse cast, from a woman breastfeeding under a soccer shirt to players young and old.
The film, directed by Felix Brady of Stink Films, is running globally and broke this week, a week into the Euro 2020 tournament. It's part of the wider "Play New" campaign that debuted in May with a spot from Wieden & Kennedy Portland emphasizing people getting back to physical exercise after the pandemic. It continued with a spot by Wieden & Kennedy London featuring a toxic talking soccer ball.
Credits
- Date
- Jun 23, 2021
- Client :
- Nike iD
- Agency :
- Wieden + Kennedy Amsterdam
- Managing Director :
- Blake Harrop
- Executive Creative Director :
- Eric Quennoy
- Executive Creative Director :
- Mark Bernath
- Creative Director :
- Evgeny Primachenko
- Creative Director :
- Craig Williams
- Art Director :
- Guney Soykan
- Copywriter :
- Ane Santiago Quintas
- Copywriter :
- Mohamed Diaa
- Art Director :
- Reactive Content
- Art Director :
- Florian Barthelmess
- Art Director :
- Sabela Ros
- Art Director :
- Emma Mallinen
- Copywriter :
- Jake Barnes
- Head of Broadcast Production :
- Joe Togneri
- Broadcast Producer :
- Khalid el Khouani
- Broadcast Producer :
- Magda Czyz
- Producer :
- George Ancock
- Group Account Director :
- Kathryn Addo
- Account Director :
- Franky Wardell
- Account Manager :
- Abderrahim El Khouani
- Account Executive :
- Roberta Hilgert
- Head of Planning :
- Martin Weigel
- Planning Director :
- Reid Schilperoort
- Head of Comms & Digital Strategy :
- Danielle Pak
- Comms Director :
- Elsa Stahura
- Studio Director :
- Lizzie Murray
- Studio Manager :
- Loes Poot
- Designer :
- Yaleesa Waëlauruw
- Motion Designer :
- Sohyeon Nam
- Motion Designer :
- Lieke Milder
- Motion Designer :
- David Schaegerstrom
- Motion Designer :
- Justin Magness
- Motion Designer :
- Lewis Beedham
- Business Affairs Director :
- Fiona Fan
- Business Affairs Director :
- Michael Graves
- Business Affairs Director :
- Akvilina Jaskunaite
- Production Company :
- Stink Films
- Director :
- Felix Brady
- Producer :
- Ben Croker
- Executive Producer :
- Jon Chads
- Director of Photography :
- George Richmond
- Production Manager :
- Rosie Pike
- First Assistant Director London :
- Clara Paris
- Location Manager :
- Josh Yudkin
- Art Director London :
- Chloe Brady
- Stylist London :
- Rhiannon Barry
- Manchester & Liverpool Production :
- Sugarfree
- Paris Production :
- Stink Paris
- Lisbon Production :
- Page International
- Producer :
- Greetings Content
- Producer :
- Gloria Bowman
- Photographer :
- Greetings Content
- Photographer :
- Portia Hunt
- Photographer :
- Zeinab Batchelor
- Photographer :
- Madeleine Penfold
- Photographer :
- Milo Courtois
- Cinematographer :
- Greetings Content
- Cinematographer :
- Wes Rashid
- Cinematographer :
- Emile Kelly
- Cinematographer :
- Samuel White
- Cinematographer :
- Pierre Beyres
- Editing Company :
- Trim Editing
- Editor :
- Elise Butt
- Edit Assistant :
- Josh Maddox
- Edit Producer :
- Tatyana Alexandra
- Audio Post :
- Grand Central Recording Studios
- Sound Design :
- Raja Sehgal
- 3D Artist :
- Marta Carbonell
- 3D Artist :
- Sergio Xisto
- 3D Artist :
- Artur Drozdowicz
- 3D Artist :
- Thomas Craig
- 3D Artist :
- Hamish Ballingal
- 3D Artist :
- Vaclac Cizkovsky
- 3D Artist :
- Loganathan P
- 3D Artist :
- Marc Greyvenstein
- 3D Artist :
- Maria Carriedo
- 3D Artist :
- Sanket Vilas Tendulkar
- 3D Artist :
- Shashi Kumar Dakoju
- Finish Artist :
- Adam Maynard
- Matte Painting :
- Can Y. Sanalan
- Matte Painting :
- Jiyoung Lee
- Designer :
- Kwok Lam
- Colorist :
- Alex Gregory
- Color Assist :
- Megan Lee
- Color Assist :
- Rory Leighton
- Color Assist :
- Billy Dawson
- Color Assist :
- Cristina Giribets
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