Nike Advert
Nike is to launch its biggest UK ad campaign in a decade featuring Wayne Rooney, Joe Cole and Rio Ferdinand playing in a gritty five-a-side match against players from inner city areas to launch a nationwide football tournament.
The sportswear firm aims to enlist 16,000 players to take part in more than 200 five-a-side tournaments over eight weeks. Local winning teams progress to city finals ahead of a national final on 10 May.
The advertising campaign will be spearheaded by a 90-second TV ad, created by Wieden & Kennedy London, that launches during tomorrow night's UEFA Champions League match between Manchester United and Inter Milan, MediaGuardian.co.uk can reveal.
The TV campaign, set to The View's song Wasteland, taps into the urban feel of five-a-side matches and shows the Nike stars playing against inner city footballers in Manchester.
The ad features action apparently captured on CCTV cameras.
"The whole idea of the campaign is based around self-expression," said Stuart Harkness, a creative director at Wieden & Kennedy London. "CCTV is a part of everyday life in Britain. We wanted to subvert the use of CCTV to capture and showcase young talent.
"Rio grew up in Peckham, Joe Cole grew up in north London – in a sense it is about the players going back to their roots."
The campaign is called Show Your 5 – which ties in with the sportswear company's line of five-a-side clothing, Nike 5 – and aims to tap into the burgeoning growth of the game across the UK.
Nike says the five-a-side format is now more popular among young footballers than the traditional 11-a-side game.
Ed Elworthy, head of brand connections at Nike UK, said the campaign uses audio visual content to evoke a "snapshot of how football is being played on the pitches and in the streets, parks and cities across the UK".
"It is the first time Nike has taken five-a-side nationally and used it to make a statement," said Julian Cheevers, group account director for Nike at Wieden&Kennedy.
The campaign has harnessed a range of digital assets, developed by ad agency AKQA, and began with a pre-launch seeding of the campaign with a teaser clip on blogs and social networking websites.
The clip features Wayne Rooney being "nutmegged" by one of the urban footballers in a scene that leaves team-mate Ferdinand in stitches.
Players in the tournament can download a widget, NikeFootball TV, which will automatically build team profiles and show where rival teams are on an interactive map.
By Mark Sweney, Guardian, 23rd February 2009
The sportswear firm aims to enlist 16,000 players to take part in more than 200 five-a-side tournaments over eight weeks. Local winning teams progress to city finals ahead of a national final on 10 May.
The advertising campaign will be spearheaded by a 90-second TV ad, created by Wieden & Kennedy London, that launches during tomorrow night's UEFA Champions League match between Manchester United and Inter Milan, MediaGuardian.co.uk can reveal.
The TV campaign, set to The View's song Wasteland, taps into the urban feel of five-a-side matches and shows the Nike stars playing against inner city footballers in Manchester.
The ad features action apparently captured on CCTV cameras.
"The whole idea of the campaign is based around self-expression," said Stuart Harkness, a creative director at Wieden & Kennedy London. "CCTV is a part of everyday life in Britain. We wanted to subvert the use of CCTV to capture and showcase young talent.
"Rio grew up in Peckham, Joe Cole grew up in north London – in a sense it is about the players going back to their roots."
The campaign is called Show Your 5 – which ties in with the sportswear company's line of five-a-side clothing, Nike 5 – and aims to tap into the burgeoning growth of the game across the UK.
Nike says the five-a-side format is now more popular among young footballers than the traditional 11-a-side game.
Ed Elworthy, head of brand connections at Nike UK, said the campaign uses audio visual content to evoke a "snapshot of how football is being played on the pitches and in the streets, parks and cities across the UK".
"It is the first time Nike has taken five-a-side nationally and used it to make a statement," said Julian Cheevers, group account director for Nike at Wieden&Kennedy.
The campaign has harnessed a range of digital assets, developed by ad agency AKQA, and began with a pre-launch seeding of the campaign with a teaser clip on blogs and social networking websites.
The clip features Wayne Rooney being "nutmegged" by one of the urban footballers in a scene that leaves team-mate Ferdinand in stitches.
Players in the tournament can download a widget, NikeFootball TV, which will automatically build team profiles and show where rival teams are on an interactive map.
By Mark Sweney, Guardian, 23rd February 2009
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