To start, here is one of my favorite nike ads:

Now watch how the UK Football Association applies the concept to joe schmo:

Rappelez vous de la pub de Nike Take it to the next level. Ce spot réalisé par Guy Ritchie en vue subjective avait bien tourné sur le net il y a quelques mois.
FA, la fédération anglaise de football a décidé de reprendre le spot. Sauf que cette fois ci ce sont des amateurs sur le terrain…

The FA has made a spoof on Nike’s “Take It To The Next Level” commercial.

Cramped car journey’s, missing studs, late challenges. This is REAL football. We think they did a great job

Sabemos que as fornecedoras de material esportivo estão em constante evolução tecnológica para prover melhores tecidos para a prática do futebol, chuteiras mais eficientes, bolas mais perfeitas. Ou ao menos é disso que elas tentam nos convencer.

Sabemos também que seus comerciais são cada vez mais empolgantes. Quem não lembra da jaula da Nike? Ou do dream team da Adidas? Ou ainda o recente comercial da campanha Rala que Rola, da Nike, dirigido por Guy Ritchie?

No começo deste mês, porém, a gigante norte-americana inovou. Sabendo do imenso potencial de vendas que representa ter o Corinthians participando da Libertadores no ano de seu centenário, o pessoal que cuida da publicidade da Nike no Brasil fez um vídeo para ser exibido apenas uma vez, e para apenas um pequeno grupo de pessoas: durante a preleção para o segundo jogo da final da Copa do Brasil contra o Internacional, para os atletas e comissão técnica do Corinthians.

Sim, a Nike fez um vídeo motivacional. Não motivacional para instigar alguém a iniciar uma prática esportiva e comprar seus equipamentos. Motivacional para instigar sua equipe, seus atletas, a obterem resultados positivos. O que faz muito sentido, já que quanto mais sucesso tiverem os atletas da marca, melhor para a marca.

Confira abaixo o vídeo que os jogadores assistiram antes de entrar em campo:

Treinamento

“Sinais!”, diria titio Pablo Conejo. Eu gosto de coincidências.

Estava a ler um artigo bem interessante do Felipe Munhoz no Pelé.Net com o título Jogadores seguem na contramão nacional e conciliam estudos com futebol. O tema é a comunidade de jogadores de futebol que não se satisfaz com apenas jogar bola, mas também investe na própria educação. Uma comunidade ainda minúscula, infelizmente, como se percebe nas entrevistas de beira de campo: a maioria não consegue se expressar com fluência e apela pras fórmulas prontas da arte de não dizer nada que os comprometa.

Uma das pessoas entrevistadas para o artigo foi Suzy Fleury, especializada em psicologia do esporte. Ela diz que um técnico formador pode ajudar a mudar esse estado das coisas, alguém como Telê Santana.

“Esta figura sumiu neste cenário. O Telê (Santana) se preocupava com a formação do craque, mas também cuidava da formação do homem. Esta função não está mais sendo executada pelos técnicos.”

Um pode dizer [como, aliás, efetivamente disse em entrevista] que isso é tarefa da família, no máximo do clube, não do técnico – que, ademais, não permanece muito tempo num mesmo clube. Telê pôde fazer isso porque era um caso raro de técnico estável.

Aí eu pergunto: e no Brasil, onde o esporte é usado como um modo de fugir justamente das condições sociais que afetam criança ou jovem e que incluem, muitas das vezes, uma família desestruturada ou sem condições de prover a sua educação, comé que faz? Ninguém assume a responsabilidade?

E você questiona: ondé que tá a tal da coincidência, Titia Batata?

Tá bem aqui num poste do blogue À Cata de Palavras, da Adrina, a respeito do comercial mais recente da série Rala que rola [Take it to the next level] da Nike, que eu li logo em seguida.

V. vídeo no Youtube.

A peça mostra o treinamento de jovens jogadores a partir do “toque da alvorada” até o “toque de recolher”.

Gravado na Espanha e em São Paulo, o vídeo possui ritmo intenso e muita ação. Com um jogo de câmera pulsante, ele retrata a importância do esforço na preparação física e nos treinos para se alcançar o sucesso na carreira esportiva.

A assinatura Rala que Rola também remete que atualmente, não basta aos jogadores terem apenas talento e habilidade, é necessário ralar para atingir os objetivos no esporte. [Futebol do Interior]

Sim, sim, tudo isso está bem. O que incomodou a Adrina [e a mim também, a propósito] foram os tapas na cara. Tapa na cara não forma caráter.

I found another inspirational sports commercial that I thought I would share. I love the creativity that went behind making it. I find particularly powerful the fact that the character (whom you never see presumably because that character is actually “you and I”), struggles from a competitive standpoint, but continues to work harder and harder in spite of the fame and accolades. “Take it to the next level” is the title of the commercial, but it’s also a message: push yourself, never settle, and always pick yourself up whenever the going gets tough. As a writer and storyteller, I’m very impressed that these creators could convey such a great story without words. Well done.

Quella di girare gli spot in soggettiva sta diventando una consuetudine: tutti ricorderete gli spot Take It To The Next Level di Nike (firmati, per chi non lo sapesse, Guy Ritchie: eh sì, parliamo dell’ormai ex marito di Madonna), in cui un anonimo calciatore, dopo essersi sottoposto a un training massacrante, affrontava star del pallone del calibro di Marco Materazzi, Cristiano Ronaldo, Ronaldinho, Ruud Van Nistlerooy e Zlatan Ibrahimovich.
Il rischio è che, passato l’effetto novità, lo spettatore cominci ad avere noia di questa tecnica. È pur vero che c’è soggettiva e soggettiva. Guardate infatti che commercial hanno girato quei geni scostumati dell’ADV di Grey Amsterdam per promuovere il nuovo sapone intimo Lactacyd di GSK. Il punto di vista adottato è niente meno che quello della… vagina!!! D’altra parte chi (o che cosa) potrebbe essere più interessato alla bontà del prodotto?

The Apprentice

Je me permet de commencer ce blog en vous présentant une publicité de Nike Football très réussie. Elle a été réalisé par Guy Richie en 2008. Cette pub est filmée à la première personne et vous  prenez la place d’un joueur de football. Vous marquez un but dans un championnat amateur avant d’être repéré par Arsène Wenger. Vous êtes alors recruté par le prestigieux club d’Arsenal et êtes même appelé en sélection national des Pays-Bas. Cette vidéo présente donc l’ascension d’un jeune dans le football et s’intitule logiquement: Take it to the next level.

Nike rend vos rêves réalisables. “ Dis moi qui tu veux être, je te permettrais de le devenir.” Cette campagne publicitaire est caractérisée par son réalisme et tout l’espoir qu’elle donne aux jeunes sportifs. Être footballeur professionnel, cotôyé de grands joueurs tel que Cristiano Ronaldo ou Cesc Fabregas.. Cette video, c’est le rêve de beaucoup de jeune. Nike l’a bien compris et vend du rêve, pas seulement un équipement sportif.

Guy Ritchie’s “Take It To The Next Level” Ad for Nike follows a yound Dutch footballer’s career. The player starts off at club level with Arsenal & eventually gets called up at the International level. Guy Ritchie’s down-and-dirty directing style takes us along through the hardships of football, like a man going down to The Shit.

To succeed in this world you need to envision it from start to finish. This Nike Video is the exact example of what someone needs to do to get that feeling of ultimate success.  This video is not just for sports and can be transferred into anything in life. 

I will break this video down for you and then you can take the pieces that you want to use for yourself on your own journey. Overall, they are all great concepts and you can use them in small parts or as a whole. 

Step 1: Watch the video…if you have seen it then watch it again.  Turn up the volume and focus on all the shots.  They come at you fast, but everyone gets the general concept the first time. 

Sure this is entire video was shot from Point of View or POV.  You are led to believe that you are the player and that you alone are experiencing the events taking place in this athlete’s life.  By half way through the video you actually start feeling the same emotions as if it is really happening to you.  This is the exact thing that you must recognize and pull it in for your own use and your own power. What you can envision, feel and play out in your head can and will happen in your own life.

Nike has really taken the concept of marketing to the NEXT LEVEL…so here is the breakdown.

0:00 – Have A Vision - When you want to be at the top of your game and be the hero of your own life…simply start with a vision.  See it clearly, in color, from start to finish.  See all the details in your head, the good the bad and the ugly.  Have the vision play in your head over and over again.  Live it in your head and you will live it in your life.

0:09 - Be The Victor -Play that vision in your head as the victor of your success.  Start from there and work your way back, but most importantly start with success emblazoned across your mind and what success looks like.

0:14 - Your Life Scouts Will Find You - By just being passionate about what you do the right people (Your Life Scouts) will find you.  They will be there watching your every move, your every play your every emotion.  These Life Scouts are the ones that will be the catalyst in taking you to the next level.  The important thing here, is to simply be the best that you can be…all the time.  I say all the time, because you never know when those Life Scouts will be sitting in the stands of your game of life and watching you.

0:19 - Success Granted - These Life Scouts will grant you your biggest wish.  They will give you the swag (gear, clothes), the job (your own locker) and the right team to play on.  You are now a key member to the team that you have been chosen for and now you need to act your roll.  Are you nervous?  You should be because right around the corner is…

0:25 - ”Get In The Game Kid!” - This phrase is coming faster than you think .  Your Life Scouts have brought you into the game and onto the team.  Your coach/manager/board of directors have decided to put your skills to the test.  Now this is your chance to show them what you have trained your whole life for.  Has your training been enough?  

The wonderful part about this is, now you are doing what you have always done, but now you get to do it at another level.  You get to play as part of the bigger leagues.  Your Life Scouts and coaches expect failure, they expect your first day out to be rough and they expect you to get knocked down…It is what you do after that experience that they will see if you are truly what they brought you on for.

0:33 – Train, Train and More Training! - The integrity of any man or women is how they follow up from being knocked down and beaten up during their first chance in the game of life.  The ones that instantly turn inside themselves and ask themselves, “Can I be better?…Yes…Then I must train more!” are the ones that will quickly move up the ranks and to the top of success.  Life is a never ending success of running the stairs, doing the drills and training for success.  It never stops. It never stops.

0:47 – Your Hard Work Is Paid Handsomly - Hot girls (guys for the women) fans,  people giving you opportunity at their flesh, money, limos, lights, cameras and all that you have dreamed about is there for you.  It may not be the red carpet that you desire, but it could be the corner office or the remote island that you have always dreamed of.  It will be yours from the hard work. 

1:00 – Watch Out For The Premature/False Top - How many athletes, musicians, celebrities or high powered executives have you seen fall prematurely from the top?  They always seemed to be the ones that made it to the top faster than anyone else, but as soon as they are there they fall even faster.  This premature failure or fall from the top happens when people forget what it took to get them there and stop training.  They stop being the person they have always been and try to be someone else. They believe that they are at the top so what more should they have to do.  They forget quickly that training for life/success never stops.

1:11 – Avoid The Fall…Train More! - To avoid this fall you must continue your training.  You must continue running the stairs of life, but this time you must do it even harder than you have ever trained before.  You must go so hard that you nearly puke.  You must do this or the next premadonna will be chasing you down to take you out.  Do not forget to have fun while you are pushing yourself, but it must be in spurts and short ones at that.  You must stay happy, but you must continue your focus, your training, your desire and your passion.

1:30 – The Big Game - This is it.  You did not fail early, you did not fall prematurely…you trained your heart out and now you get to play in the ulitmate game.  This is really the ultimate life you have chosen for yourself.  Go inside yourself and take it all in.  Hear the crowd, hear the players in your life, hear yourself breath.  Then and only then will you realize that you were always meant to be there.  You were always meant to play this game, to be this life, to be great and successful. 

It’s funny how your dreams, visions and desires will come true.  It’s cool how life repeats itself as it does in this video.  He started with a penalty kick and you get to witness his success.  Then the Nike Video stops just short of him kicking the winning penalty kick again…the exact same way except this time on a whole new level.

Did you think that he missed it?  Probably not, you know that from the early vision that had been engrained in your head that he makes it and enjoys the glory that awaits.  You must do the same.  Envision it now and when the time comes to play it out in real life it, cannot help but to be just exactly that….TAKE IT TO THE NEXT LEVEL.

Now watch it again and feel the success and what it takes to get there.

Comments are welcomed…

Pon una buena idea, y si no tienes dinero, pues utiliza pietaje que vaya de acuerdo a lo que quieres decir.

Bueno, sinceramente no creemos que Nike no tenga dinero para hacer un comercial sino que la gente de Wieden + Kennedy no creyó necesario hacer uso de un gran presupuesto y se armaron un buen comercial que desde el principio hasta el final transpira la escencia de la misma marca: Just do it.

“El anuncio de TV celebra completamente el sentimiento que tenemos, es una de las declaraciones de marca más inspiradoras de todos los tiempos –Just do it-“, dijo Joaquín Hidalgo, VP de mercadotecnia de Nike a nivel global, y continuó: “…está en el corazón de un atleta, no importa si es un profesional o un amateur, es un llamado para hacerlo mejor, para “llevarlo todo al siguiente nivel”.

El comercial que están a punto de ver –llamado Courage-, más el soundtrack de los sensacionales The Killers (All These Things That I´ve Done”), tienen muchísimo sentimiento y por la temática hacen un buen click pero sobre todo invitan:

Este anuncio, además de la inevitable carga emotiva que trae, también es la presentación de Nike ante la sociedad china y del mundo para las próximas Olimpiadas de Pekín, y sirve para continuar la promoción del zapato Nike Hyperdunk así como apoyar el espectacular lanzamiento de la campaña Human Race, a celebrarse a finales del próximo mes en muchísimas ciudades alrededor del mundo que, además de una práctica muy saludable, es toda una hazaña caritativa:

Sin lugar a dudas que Wieden + Kennedy se agarró de un RTB tan fuerte como el que siempre maneja Nike en su filosofía, y lo resolvieron de una forma muy ad-hoc.

Nos seguimos viendo en este blog, y también en nuestras respectivas ciudades divirtiéndonos en The Human Race 10K.

Quem é apaixonado por futebol acaba gostando de qualquer coisa relacionada a ele. Esse é um comercial lançado pela Nike que mostra a trajetória de um jogador desde o amador até o estrelato, tudo com a câmera em primeira pessoa, fantástico. Divirtam-se.

Tot groot afgrijzen van de puristen onder ons worden reclamecommercials nogal eens gemaakt door goede regisseurs. Al dan niet bekende kunstenaars die commerciële initiatieven ontplooien, sommigen hebben het er maar moeilijk mee. Maar hee, het levert van tijd tot wel fraaie kunstwerkjes op. Of deze kwalificatie van toepassing is op het filmpje dat Nike dezer EK-dagen door de kabel perst, is een discussie die wij van NUt bij hoge uitzondering aan ons voorbij laten gaan. Maar door de aparte cameravoering, de snelle montage, het geinige script, de ongewone lengte, de vele bekende gezichten, de uitstekende muziek en de goede sound edit, is het wel een filmpje dat beklijft. Wij zouden het Take it to the next level filmpje wel eens op een bioscoopdoek willen zien, mét dolby surround. Maar u kunt het ook zien, op nikefootball.com

From Mirror

Cristiano Ronaldo, Wayne Rooney, William Gallas and Cesc Fabregas all star in Nike’s new football advert which launches tomorrow.

The two-minute ad is directed by Lock, Stock & Two Smoking Barrels director Guy Ritchie and charts the progression of a young football player from his beginnings in non-league football through to competing at the highest level for his country.

The advert, which goes out for the first time minutes before the second leg of the Manchester United v Barcelona Champions League semi-final, also features appearances from Ronaldinho, Ruud Van Nistlerooy, Zlatan Ibrahimovich, Marco Materazzi and Arsene Wenger.

Watch the Video Here

This advertisement is truly amazing….it shows the football career of a guy starting from the first division  (then how he is discovered by Arsene Wenger) and all the way up to the internationals

Sabtu, 31 Mei 08 – oleh : Sunarya

Dalam rangka meningkatkan semangat para pesepakbola muda untuk pengembangan permainannya hingga ke level yang lebih tinggi. Nike meluncurkan kampanye “Take It To The Next Level” yang merupakan komunikasi untuk peluncuran produk-produk T90 Series serta iklan TV terbaru Nike yang berdurasi 120 detik.

Kampanye global “Take It To The Next Level” merupakan kampanye sepakbola Nike di negara-negara dimana sepakbola menjadi mayoritas olahraga yang paling diminati. Kampanye ini merupakan dukungan Nike dalam menyambut perhelatan sepakbola akbar dunia EUFA Euro Cup 2008. Nike juga mengeluarkan National Team Kit (NTK) dari 8 negara, yaitu Kroasia, Portugal, Belanda, Belgia, Slovenia, Serbia, Rusia dan Turki, dimana 5 diantaranya bermain dalam putaran final di Euro Cup 2008.

“Melalui kampanye “Take It To The Next Level”, Nike bertujuan agar lebih memotivasi dan memfasilitasi mereka untuk mengembangkan permainannya ke level yang lebih tinggi, dengan peluncuran produk-produk T90 Series terbaru yang berkualitas beserta iklan TV yang memperlihatkan perjalanan karir dan upaya-upaya yang harus dilakukan para pemain pemain sepakbola favoritnya untuk menuju level puncak,” ucap Digital/Advertising Manager Nike Indonesia Wina Hapsari.

Menyadari bahwa selalu ada peningkatan kebutuhan untuk membawa permainan ke level selanjutnya. Oleh karena itu, evolusi terbaru dari Nike pada produk-produk T90 Series diharapkan dapat menjadi salah satu faktor penunjang bagi keberhasilan performa para pemain sepakbola.

“T90 Series yang terdiri dari T90 Statement Top, T90 Laser II Boots dan T90 Omni Ball menghadirkan bahan dan metode konstruksi yang selalu diperbaharui sesuai dengan kebutuhan pemain untuk menuju ke level selanjutnya, “ ujar EKIN Nike Indonesia Jeffry Chendana.

Untuk melangkah menuju level selanjutnya di dunia sepakbola, seorang pemain harus memiliki kombinasi yang pas antara keahlian, kekuatan fisik, mental yang tangguh, kontrol emosi, serta ditunjang oleh produk terbaik dan sedikit keberuntungan. Perjalanan mencapai puncak merupakan perjalanan panjang yang berliku-liku, tidak mudah ataupun cepat serta penuh dengan kejutan.

Nike berkomitmen untuk senantiasa menyemangati para pemain muda dalam memiliki keinginan dan ambisi menuju level selanjutnya. Perjalanan karir dewa-dewa pesepakbola dunia seperti Cristiano Ronaldo, Cesc Fabregas, Ronaldinho, Wayne Rooney, Ruud Van Nistlerooy, Zlatan Ibrahimovich, Marco Materazzi dan Rafael Marquez diharapkan dapat menjadi inspirasi bagi pengembangan karir para pesepakbola muda.

Saat ini, Nike Inc yang berkantor pusat di Beaverton, Oregon, merupakan perusahaan dunia yang terkemuka di bidang rancangan, pemasaran dan distribusi sepatu atlet, busana, perlengkapan dan aksesoris untuk beragam jenis olahraga dan aktivitas tubuh. Beberapa anak perusahaan yang sepenuhnya dimiliki Nike Inc antara lain: Converse Inc, meliputi hasil rancangan, pemasaran, dan distribusi sepatu atlet. Buer NIKE Hockey Inc, perusahaan terkemuka di bidang perancangan dan distribusi perlengkapan hoki. Cole Haan, perusahaan yang merancang, memasarkan dan distribusi adi busana dan sepatu kasual dan aksesorisnya. Dan terakhir Hurley International LLC, perusahaan yang merancang, memasarkan dan mendistribusikan sepatu, busana dan aksesoris yang sesuai dengan gaya anak muda.