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Football ads: the good, the bad and the ugly

The euro kicks off in a month. And everyone is getting ready to cash in.

(people from Nike, Oregon, please click here, I’d like your opinion on taking Nike to the next level)

Today we review ‘how to waste wisely invest million of pounds in already overpaid football celebrities’ latest entries.

The first one is Nike, ‘take it to the next level’. I was disappointed by their last campaign, put it where you want it. But this new one aspires to correct that. It seems to be the most elaborate football campaign to date. From what I gathered, this campaign will seriously kicks ass.

The campaign appears to be part game, part simulation and part erm… advertising?

The 2 minutes ad to kick-start the campaign is an absolute stunner. From the Sun:

The Lock Stock director has made a stunning new two minute blockbuster starring the likes of Cesc Fabregas, Wayne Rooney and Cristiano Ronaldo, to be aired on ITV before Manchester United’s Champions League showdown on Tuesday.

Titled ‘Take it to the next level’, the ad follows the fortunes of an unknown teenager who is plucked from a youth team game by Arsene Wenger and ends up starring for Arsenal and Holland.

Absolutely amazing. I’ve just watched it 5 times in a row. I want MORE! It’s fresh, epic, jaw-dropping, inspiring, motivating, the pace is hypnotic. In my opinion, the best football ad in years since the classic airport and good vs evil. And by far the best ad of the year.

I just hope this is the beginning of a big integrated campaign because they got me seriously excited here.

‘Take it to the next level’ is an engaging line, only if they somehow give me chance to really take it to the next level (as I don’t think I’ll ever get scouted in my midweek football league at the age of 30, come on Arsene!).

I heard it’s 72 and sunny‘s first ad for Nike. Is it the end of W+K’s domination? It’s better than much of what they have produced recently and truth is I can’t wait to see the whole campaign.

Now the bad. Well, it’s not really bad, but it’s not really good either. Adidas ‘dream big’ campaign. With Jose Mournhino’s voice over. I’m not sure about the choice of the spoke person here, but anyway.

It seems to feature the footballers Nike didn’t want! And is going the opposite direction, trying to talk about football values, friendship, solidarity…

It’s a nice idea and yes it’s cute, but it doesn’t create pull, fade in comparison of the Nike ad and ultimately, will be quickly forgotten.

Read the background of the campaign on The Reel. And the campaign website is here.

And last but not least, a total waste of money, time and talent, the latest Pepsi ad, with a mix of all the footballers featured above. But without a plot, or an idea. It’s just crap isn’t it?

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  1. martinista
    April 28, 2008 at 5:31 pm

    The Nike ad feels like I stepped straight into a Fifa 08 video game. “Put it where you want it” was done by an agency in London called Nitro. 72 and Sunny and Nitro are both basically 3 person ad agencies staffed by guys who used to work at Wieden…leave it to a the Sun to give a big rollicking thumbs up to an ad directed by a British guy with a 10 million dollar budget. And last but not least, take IT to the next level? Yes, the journey of a player from semi-pro to pro. That’s an interesting journey to say the least.

  2. Digicynic
    April 28, 2008 at 8:22 pm

    I watched again. And again. I’m in love with it. Probably the best football ad that I can remember of. And the best ad of this year. Epic.
    Even if they really were just 3 dudes from W+K, who cares, they are doing fantastic work.
    My only thing is that it’s better be just the beginnig of an integrated campaign where you can actually play the dude somehow. If it’s just the ad, I will be extremely disappointed. They got me really excited here.

  3. martinista
    April 29, 2008 at 5:27 am

    The ad is a one off so you won’t be playing the dude sad to say. EA has some good POV games though. I agree with you that W+Ks Airport and Good vs Evil were epic, but to me the best football campaign ever was Secret Tournament. Depth, mystery, humor, drama, sophistication, music…all there.

  4. Digicynic
    April 29, 2008 at 8:47 am

    HA. Very disappointing.
    Yes, agree. Secret tournament was a classic.

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