Perché non rimani giù?
L’erba è così soffice.
Tra un attimo si prenderanno cura di te.
Lo stadio intero applaudirà. E la stampa ti tratterà come un eroe caduto in battaglia.
Che insulto.

Così recita il nuovo spot NikeFootball della serie Make the difference.

Ecco finalmente uno spot sul calcio con un concept davvero diverso.
Un concept che non punta sull’agilità, sulla forza, sulla precisione del giocatore.
Un concept per le nuove generazioni di giocatori.
Rialzati e gioca!
Un concept dedicato a quei calciatori superpagati che inciampano nelle righe del campo. Calciatori che preferiscono fingere il dolore piuttosto che combattere.

Agenzia: Wieden + Kennedy
Player: Andrei Arshavin

Всем поклонникам “Арсенала”, Гая Ричи и роликов Nikefootball  посвящается… Главное – смотрите в правильном порядке. Первый ролик вам всего скорее знаком по ТВ (в сильно урезанной версии).

Оригинал

И копия

This is great, Northerners, Brummies, Scots, Scousers, Mancs… all giving London players some verbal! In a bid to get the UK signing up to the tournament, 5 more versions are on their way from AKQA.

“Bring it on yer cockneys let’s ‘ave it!”

This isn’t ground breaking or new, in fact it’s been going for couple of years – but the Improv Everywhere Youtube channel is definitely a lesson for any brand looking to gain a credible presence on Youtube. 

Let’s compare stats;
Improv – 115,000 subscribers,  1.6 million channel views. 7% of people who visit, subscribe.
T-Mobile – 2,000 subscribers, 844,000 channel views.  0.2% of people who visit, subscribe.
Nikefootball – 6,800 subscribers, 580,000 channel views. 1.1% of people who visit, subscribe.

The significance of the channels I chose is that they’re all different – T-Mobile, first ever “contest channel”, at least £60k of budget put into this, was set up to launch the G1 Mobile phone. Nikefootball, long running branded channel, no funding as yet, still a simple design, gets updated regularly with new content. Improv, an entertainment ‘brand’ who have focused on getting their content out there, to whoever wants to see it, and how they want to see it.

Without labouring the point, I’ll get straight to it; Improv has significantly more successful content than any brand on youtube, in my opinion, because:

• They’ve put the hours (or, actually, years) in. They’ve taken a long term view of their communication. They’re not trying to sell something over the next 2 months, there’s no hurry.
• They overtly promise that regular content is coming. When you visit the channel (or site), it’s clear that this is an ongoing channel with regular content. It’s worth subscribing.
• The content – is genuinely funny (or interesting, or thought provoking) – you really would share it with your friends. Is there anything Peter Crouch wouldn’t do for money? Too many brands come up with ‘branded content’ ideas, without considering whether it’s truly interesting stuff. 99% isn’t. The High Five Escalator, is just true, true genius. A brand could have done that (the right one, of course).
• They don’t mind where you view their content, or how you access it. They give you the RSS Feed, the Facebook group, the subscription link, the website. They don’t mind, you take the content your way, and they make it easy for you to do that.

I can’t think of any other reasons, and I don’t really want to. It’s just a starting point for anyone starting a channel, whether it’s for a brand or not. I don’t think the brand matters. Content always wins on youtube, if it’s good, people will watch – but you need to give it the best chance you can. ImprovEverywhere is a brand like any other – they just put content at the heart of it.

Seeing as i’ve been talking about ImprovEverywhere, here’s one of their most popular videos – look familiar? Like I said, good content ideas will work, branded or not, original or not…

Une des voitures les plus rapides du monde opposée à l’un des footballeurs les plus rapides du monde. La Bugatti Veyron contre Cristiano Ronaldo et la Mercurial Vapor. La vitesse de l’éclair rencontre son égale. Nike s’y prend toujours aussi bien pour ses campagnes de publicités en faisant appel toujours à la star du moment. Cette vidéo est très réussie

Teaser

Play Proud

It’s all in your head

Lose something

The toughest game

Seven Rising Stars

Planting the seeds

Whatever it takes

No Ball,No Brilliance

Mind Games

Veramente bella l’ultima pubblicità Nike in vista dei prossimi Europei di Calcio.

Si mostra in soggettiva l’esperienza di un giovane calciatore (tutto fa pensare a Van Persie dell’Arsenal) che, notato da Wenger (allenatore dell’Arsenal appunto), inizia la sua carriera affrontando Materazzi, Ibrahimovic, Cristiano Ronaldo, Ronaldinho (ecc, ecc…solito supercast da pubblicità Nike), fino ad entrare in campo con la maglia della nazionale olandese al fianco di Van Nistelrooy.

Una regia d’esperienza (Guy Ritchie dei bellissimi “The Snatch” e “Lock and Stock“) e l’azzeccata colonna sonora degli Eagles of Death Metal, rendono il tutto molto coinvolgente, raggiungendo l’obiettivo di indurre  lo spettatore ad immedesimarsi nel battere una punizione o tirare un pugno a Materazzi!

www.nikefootball.com

Algunos ya habrán visto pautado el nuevo comercial de Nike, mismo que sirve como lanzamiento/introducción a sus nuevos botines T90 Láser II -que siguen prometiendo mayor índice de acierto para verdaderos cracks del fútbol-, mismo que sin lugar a dudas nos deja con un sensacional sabor de boca; es un comercial que está filmado en cámara subjetiva y todavía no sabemos quién es el jugador estrella, sin embargo podemos observar a algunos de los futbolistas más importantes del planeta como Ronaldinho o el mismo Márquez. Simplemente impactante:

El comercial no afloja desde el principio y termina magistralmente con un cierre muy acertado en copy. Nos lleva al mundo del fútbol profesional de primera mano y nos hace partícipes de él; algo que raya en lo aspiracional y lo cumple con creces.

La agencia que está detrás de este comercial es la californiana 72andSunny.