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

Published On
Jun 23, 2021

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 :
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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