Nike India United By Blue Yards
Nike has released “United By Blue,” the follow up to “Bleed Blue” and “Yards”, commercials associated with Nike’s sponsorship of Team India in the Cricket World Cup. The ad celebrates Team India’s historic tournament win by mirroring the passion of a country united through cricket and the realization of a dream 28 years in the making. Set to the vibrant music and sounds of the streets on which Indian cricket was born, “United By Blue” is a collage of momentous celebrations.
The United By Blue spot moves from a city rooftop where a young player hits a winning shot to the stadiums where athletes realize that they have achieved their most cherished dream and celebrate the moment, overwhelmed with the emotion of the victory. In scene after scene, “United By Blue” demonstrates that in India cricket is a shared passion and the dream of a tournament win has been realized in true Just Do It style by both the National Team and an entire nation. The shockwave of this iconic victory is felt from the stadiums to the streets. The ad ends with the young player raising his bat to a hopeful horizon. Click on the image below to play the video.
“The celebration brought to life in “United By Blue” represents the celebration going on all over India,” said Sanjay Gangopadhyay, Marketing Director, Nike India Pvt. Ltd. “The entire country is united by blue. This incredible win has only deepened the relationship between the streets and the stadiums. The kids inspire Team India and the national team inspires the kids. It’s been a shared journey, a shared dream. And now it’s a shared victory with ‘Bleed Blue’ now becoming part of the Indian Cricket lexicon.”
United by Blue follows on from the Bleed Blue ad (featured on The Inspiration Room earlier) and Yards, a TV commercial connecting the 22 yard pitch of street cricket with the 22 yard pitch of the stadium. Click on the image below to play the video.
The United By Blue and Yards commercials were developed at JWT India by creative director/copywriter Senthil Kumar.
Sound design and music were by Dhruv Ganekar.