Nike is rousing the passions of England football supporters with “Write The Future”, centred around an imagined scenario in which a failed football move in the FIFA World Cup turns Wayne Rooney into a loser. Wayne Rooney appears in the trailer for the ad, living in a caravan, depressed and overweight.
The advert, to be launched on May 20, shows Wayne Rooney slipping a pass to team-mate Theo Walcott in the dying seconds of a crunch World Cup game against France with the score poised at 1-1. Bayern Munich star Frank Ribery makes a heroic interception, ending any hopes of England glory. The following scenes show Wayne dropping to his knees, deep in thought as he considers his life hitting rock bottom. He imagines a depressing physical decline, ending with a classic pot belly and wild ginger beard. Other international stars appearing in the ad include Didier Drogba, Fabio Cannavaro, Cristiano Ronaldo, Ronaldinho, Theo Walcott, Cesc Fabregas and Iniesta.
Click on the image below to play the teaser in YouTube (HD)
Click on the image below to play the full version (with Rooney and Ronaldo) in YouTube (HD)
Nike is running a competition in which football fans can fire up Wayne Rooney and Ashley Cole throughout the Tournament this summer. Fans are invited to write a 12 character message to inspire the players. Nike will stitch the winning line onto every pair of boots they wear in South Africa. The digital experience, available as an app on Facebook, lets fans see how their line will appear on the boot and then publishes it to their wall to encourage their friends to get involved. The campaign is also hosted on SkySports, on several retail sites and will be going live on The Sun. There has already been lots of momentum with over 2,500 entries in the first few days.
On May 18, when the competition ends, Wayne and Ashley will decide the message they want to wear on their boots so their bespoke Elite Series footwear can be custom stitched. And before the players pick up their boots to head off to South Africa, the winners will see their creations on display in NikeTown London. To enter the competition, visit www.nikefootball.com and click through ‘latest news’ to get involved via the Facebook app.
The Nike Write Your Future campaign was developed by Wieden+Kennedy.
Filming was shot by directors Alejandro Gonzalez Inarritu, Stuart Harkness and Pablo Casacuberto, via Mokkumercials, Amsterdam, and Independent Films, London.