Nike Football Joga Bonito

Eric Cantona, legendary soccer player, hosts a series of video clips for Nike & Google’s football initiative, Joga. Cantona, known for his playing for French and English football teams (Manchester), appeals for a renewed sense of beauty in the game, in the lead up to the FIFA World Cup. The series of online football videos, hosted at Nike Football, is known as “Joga Bonito”, Portugese for “Play Beautiful”. Google and Nike have worked together to establish an online community, Joga.com, playing on the concepts developed in the videos.

Ronaldinho in Nike Joy TV Ad


Cause

The first spot launching the series, in which Cantona storms into the German studio, was launched in February 2006. Cantona interrupts “Fussball Dossier” to say, “This is Eric Cantona interrupting all transmissions, broadcasting live from the heart of Germany. Mes Amis Footballers! For too long we let liars and cheaters make a fool of the game. Look at this.” He points to the screen on which three scenarios are played. “Enough! I am here to remind the world that this game is about skills, heart, honour, joy, team spirit.”

The camera moves to the screen on which we see a team praying together, followed by classical skillful playing together.

“Mes amis. I need your help, your hearts and your feet. Together, me and you, we can make it beautiful again. Beautiful! So step forward, my brothers in football and join us. Play beautiful. This is just the beginning. Watch this space.”

We are given the Joga Bonito logo, and are pointed to nikesoccer.ca, nikesoccer.com, nikefutbol.com, and nikefootball.com. All videos are available to view and download on the Nike Football site, in Windows Media, Quicktime, PSP and iPod formats.

Joy

Joy uses genuine footage of Ronaldo de Assis Moreira, who is usually known as Ronaldinho Gaucho to distinguish him from fellow Brazilian Ronaldo. Cantona introduces the clip by reminding us of the capacity of a child to try, to dare, to play “just because you like it”.

The video features shots of Ronaldinho playing a futsal (indoor soccer) match as a child in Porto Alegre, Brazil, mixed in with footage of him playing now. Ronaldinho, despite his star roles playing for Brazil and FC Barcelona, continues to exude pure joy in the game. Cantona concludes by advising his friends never to grow up.

The music used in Nike Joy is a remix of “Baiao Destemperado” by Barbatuques, with Ben Mitchell. Download the track from iTunes:

Barbatuques - Corpo do som - Baiao destemperado

Honour

Honour shows Thierry Henry playing with friends and family in a street game of soccer. Theirry Henry plays as a striker for the French national team, as well as for English club Arsenal. Cantona says that people have forgotten what honour is. “But not here. On the streets you cannot hide behind the ref’s call – and your feet have to do all the talking. Here dribblers are kings. Divers are thrown into the pits. Play beautiful.”

Music in Nike Honor is “Party 7″, by Big Boss Man, from their album, Humanize. Download the track from iTunes:

Big Boss Man - Humanize - Party 7

Heart

Heart has Wayne Rooney going into goal himself after conceding in a training session. Cantona says that without heart we cannot play. Rooney currently plays for Manchester United and the English national football team as second striker. In this spot he takes over as goal keeper before taking the ball back to score a goal himself, despite his coach’s instructions to stay where he is.

Music in Nike Heart is “Caroline” by Radio 4, from “Enemies Like This”, released in May 2006.

Radio 4 - Enemies Like This - Single

Skill

Skill has a footballing duel of skill played out between Cristiano Ronaldo (Portugese player signed with Manchester United) and Zlatan Ibrahimovic (Swedish player signed with Juventus in Italy). Eric Cantona tells us that football is like fencing. It is a noble art. He shows Cristiano some footage of Zlatan’s skills demonstrated in his changing rooms, then challenges him “can you beat that?” The two players proceed to demonstrate their finesse with the ball in their respective changing rooms and on the field.

Music on the duel clip is “Return of the Tres”, by Delinquent Habits. Download the track from iTunes.

Delinquent Habits - Escena Alterlatina - The Future Sound in Español - Return of the Tres

Nike Team

Cantona says that we only know how to make beautiful music if we know how to play in an orchestra. In the Brazilian bus Ronaldinho, Ronaldo, Adriano, Robinho, Cicinho and Roberto Carlos are singing and playing together on musical instruments.
As they move from blue to yellow in the changing rooms, the ball goes flying from foot to foot. Inspired by a communal prayer (first introduced by the Brazil team as they prepared for their 2-0 victory over Germany in Japan in 2002), they head out into the stadium to play in front of the crowds.

Music played in this spot is “Mas Que Nada”, a bossa nova/hip style collaboration between Sergio Mendes and will.i.am, featuring Black Eyed Peas. When Sergio Mendes & Brasil ’66 released this song in 1966, it became a world wide smash. It was the first Latin-pop crossover hit and the only time a song sung in Portuguese hit the top of the Billboard charts. The song was written by Jorge Ben, a well loved Brazilian composer. Download the track from iTunes:

Sergio Mendes & The Black Eyed Peas - Timeless - Mas Que Nada

Production Credits

The Nike Joga Bonito campaign was developed at advertising agency Wieden + Kennedy Amsterdam. Staff included creative directors Mark Hunter, and Alvaro Sotomayor, creatives Johan Dahlqvist, Carlo Cavallone, and Joe Staples, group account director Patricia Cerda, account team James Goode and Feliciano Robayna, producers Sid Daffarn, Elissa Singstock and Veronika Kaufmann, media advisors Paul Mukherjee and Mel Shannahan, adaptation staff Jasmina Peri, Lorenza Montorfano and Claudia Casagrande, executive creative directors Al Moseley and John Norman, executive producer Tom Dunlap and Elissa Singstock.

The TV spots were directed by Ulf Johansson with production company Smith & Jones Films, with producer Philippa Smith.

Editors were Sam Gunn, Adam Marshall and Russell Icke with Whitehouse Post, London.

Post production for Cause was done at Moving Picture Company, London. Post production for Joy, Honour, Skill, Team and Heart was done at The Mill by a team including Fi Kilroe, Darren O’Kelly, scheduler Cath Short, Lead flame Giles Cheetham, CG supervior Hitesh Patel, flame assist David Birkill, Paul Wilmot.

Audio post production was done at Wave Studios, London.

  • Oscar

    these are the best soccer commercials ever congratulations nike staff

  • will

    what is the sound trsck to the la cadena ad clip?

  • Marvin

    there is this song on the juggle chain that you can play called delicious…but WHO SINGS IT?! and WHERE CAN I GET IT?!

  • tuxo

    yeah man the song is ‘ginga’ sung by sou guerreiro

    yeah its a good song if u need any more just email me

    eltacospy@hotmail.com

  • yoAdrian

    The song from the juggle chain is “guerreiro” by curumin and you can find it on iTunes

  • bourdouar

    hhhhhhhhhhhhh

  • Albert

    I must admit the “joga bonito” ads featuring Brazil and Australia are the best soka ads i have ever seen in my life time, and oh boy do they make burst in laughter. Thanx to Nike your the best

  • Stacey and Kristina

    omg it was sooooooooooooooooo cool cool, ronaldinho and ronaldo are our favourites and adriano is sooooo cool and his trick when he made the ball bounce and full spin into the goal from behind it, we wish we could do that…maybe you could teach us?? we’re ur biggggggggggggggggggggggest fans eva! we play soccer for mercy college and try do tricks evryday!!

    bye bye mwaxoxoxo write back

  • Stacey and Kristina

    its us again, umm… we just wanted to say that viduka does NOT know how to play soccer and he is sooooo totally overrated!!!! he is such a bludga. Yea he was good wen he was YOUNG! now i dunno wot happened he should retire, what is he, like 50?

  • Jim

    i cannot find the BGM titled “sou guerreiro” anywhere. is this the name of the song or the singer/group? can anyone help me out with some information about this music?

  • http://theinspirationroom.com/daily Duncan

    Hi Jim. The answer to your question is on another post featuring the Nike Juggle Chain. http://theinspirationroom.com/daily/2006/nike-juggle-chain

  • Dude

    hey,

    stacey and kristina we would love to come and watch you train sometime and we luv your thoughts on viduka, we think your right. Leave some details and we’ll get back to you!

  • ronaldo

    HI i am fat ronaldo, i had no brain i am a fast foot. my fiend adriano has been put the dress on and onto his bra for goucho to suckle, plees help buy brain for us so have a tactic to have. thanx and brazil viva number lose!

  • Dan

    How can i get hold of sou guerreiro on disk? Is it on an album and if so wat is the name and is it easy to find or get hold of???

  • richi

    conratulations to the nike team on their success

  • http://polat2006hotmail.de levent

    hello ewry body,can you mea sea say whats 3 brazilans and one ball music from joga bonito thank you

  • http://www.jogabonito.com zezinho

    o melhor jogador de angola

  • will dogg

    hy will dogg and aim a football playa

  • jadson

    eu gostaria de partisipa no joga bonito eu tenho 17 ano e seu princa com a bola eu to tentando pega a amizadade com a bola para eu ter a amizadade da bola eu tenho que treina meus pes para que eu fasa um jogo bonito.

  • jadson

    eu gostaria de partisipa no joga bonito eu tenho 17 ano e seu princa com a bola eu to tentando pega a amizadade com a bola para eu ter a amizadade da bola eu tenho que treina meus pes para que eu fasa um jogo bonito. jadsonblackboy@hotmail.com

  • kevin

    i love the music, i was wondering if you could put the song on the ronaldo video on this site.

  • JOSH

    THE BEST 1 IS THE THIERRY HENRY 1 IS WHERE THE AMOUNT OF SKILL AND AJILITY OF HOW HE CONTROLES THE BALL

  • toopie

    it is the name of the song

  • Christina

    The opening song to the soccer clips on the Nike Football site is really great, but I can’t seem to figure out who it is by or the title, it repeats the line “check it out”. Can anybody help me?

    Thanks

  • priyam

    Mes amis footballers i love soccer, and these clips are great when i these clips i was astonished their skiils are great and i know that these are very difficult to do . joga also creates love for footbal in my neighbours, as i live in india its very difficult to make my friends play football but after seeing this no one disagrees
    and now we have our own club.!!!!SOCCER ROCKS!!!!

  • daniel o’brien

    Search Billy Wingrove on youtube, he’s the one who choreographed all the tricks and moves on the joga bonito commercials! Wikid ‘behind the scenes movie on him showing all the stars his moves. SKILLZ!!!!!

  • emmanuel

    i need your help

  • http://amantedeojosnegros.hi5.com Zero Cool

    C. Ronaldo …….the most skillful, the song of Delinquent Habits is terrific, yea I love it.

  • Dan j

    Can someone plzzzzzzzz tell me the music that is on the joga bonito ’4-4-2 or 1-1-2′ video cos it’s the best
    x

  • Yuri

    Soufiane Touzani is the best freestyler
    he can beat Ronaldinho Gaucho and C. Ronaldo together
    he is the only who can do anything without let the ball fall

  • andres

    whats the name of the song that comes on the commercial of c.ronaldo vs z. ibrahimovic

  • http://youtube james baker

    i think joga bonito is the best in the world and ronaldiho is the great!

  • http://www.frontiers-group.com MAAME AFUA

    Ronaldinho has always been my favourite. He’s too good to be true.

  • Luis Fernandez

    Pienso que lo mejor del futbol es el jogobonito

  • Chistiano Ronaldo

    oooooooooohhhhhhhhhh yeah bonita tv skooooooolsss/
    go Ronaldo and ronaldinho!!!!!!!
    Brazil owns
    Gemany not so good!!!!!!!!!!!!!!!!!!!

  • Zlatan Ibrahimovic Fan

    Zlatan is the God!

  • özkan

    bi yarım zlatan dieri ronaldo heralde bi yr m daha olsaydı o da messi olurdu
    tabiki bn de aşkım dileğinim

  • Mark Behrer

    “Joga Bonito” is a wonderful concept! I can’t wait for it to catch on in the US (where it is badly needed!!). Here is a suggestion though… how about women’s soccer? Recently here in the US, in a woman’s championship college game, examples of purposeful violence distroyed the game. I agree with “King Eric”, if coaches won’t take the game back then the players HAVE TO!!, and please, lets get rid of the “fake injury dive” as well!!! Get rid of the “Goons” and fill the field with “PLAYERS”!!

  • Stemmert Cornelissen

    Can plse be so kind to inform where and how an i get hold of this brillaint production of skill and enjoyment .Where can i puchase this product.
    I’m from South Africa staying in Cape Town.Thanx
    Everything that occurs has allready been accomplished whether it is new music ,soccer tricks,Whatever.But our kids needs to be taught this by seeing it.

  • jaky hernandez

    where cristiano ronaldo

  • http://www.nomasons.wordpress.com omalone1

    fantastic campaign

  • vladi

    halli galli balli xD
    kurns ta vatzji bo ?
    irns routi but reavitzji, re duvu bin posukj lavitzj :)

  • Ketim

    Epic commercials!