Monday, February 22, 2010

File Under Brilliant. But... Visa "Evalution: Running Man" vs Nike "Take It To the Next Level" vs Nike "Fate - Leave Nothing"

Originally posted this entry about two soccer spots the Visa "Evalution: Running Man" and the Nike "Take It To the Next Level". Shortly after posting one of brightest and passionate young AdLanders sent me another spot he felt fit the "evalution" theme. This third spot now added to this entry was created by  Wieden+Kennedy spot for Nike titled "Fate - Leave Nothing". David Fincher directs the life-long journey of pro football players LaDainian Tomlinson and Troy Polamalu as their destinies collide in an NFL football game. Brilliant! (See below)

Simply, I LOVE this ad created by Saatchi & Saatchi London, for VISA Europe. Visa Europe is launching an above-the-line campaign to promote its sponsorship of this summer's FIFA World Cup in South Africa. But, it quickly reminded me of another brilliant spot directed by Guy Ritchie for Nike called "Take It To The Next Level" (see below).

The themes are similar, a story of "regular" who makes a lifes dream come alive. The Visa's ‘Running Man' spot by showing the journey of an overweight man, first seen watching football in his living room who gets up from the sofa and sprints continuously from his house, down the high street and across Europe and Africa, to reach South Africa in time to play in a World Cup game.

The Nike spot showcases in a "first person" journey through several teams and players the dreams of succes at the upper levels of the game while encountering and tackling some of the best players in game  including Ruud van Nistelrooy, Wesley Sneijder, Cesc Fabregas, William Gallas, Wayne Rooney, Cristiano Ronaldo, Marco Materazzi, Zlatan Ibrahimovic, Nani and Arsene Wenger.

The differences are significant. What makes the Visa spot "bang" on the brand is the character runs, buying items using his contactless Visa card, he slowly loses weight, until he arrives at the game in an England-style white and blue kit. The ad features the track 'Isla de Encanta' by 80s rock band The Pixies.

Guy Ritchie directed the Nike spot for agecny 72 and Sunny of Amsterdam and features the song "Don't Speak" by Eagle of Death Metal.

The Nike spot titled "Fate - Leave Nothing" has a compeling and haunting soundtrack that is part "The Good, The Bad, The Ugly" meets mixed and arranged "Ecstacy of Gold" by artist Ennio Morricone.

The VISA spot will run on a schedule of six-week TV, cinema, radio, print, outdoor and digital push rolls out this week across 16 European markets.

VISA is also launching a competition to win tickets to the World Cup, as well as pre-paid cards worth £500.

Mariano Dima, head of marketing at Visa Europe, said: "This latest campaign is a fun and impactful way to drive customer engagement with the brand, and show how Visa can help people overcome barriers and get one step closer to making their dreams a reality."

Kate Stanners, creative partner at Saatchi & Saatchi, added: "We wanted it to be a story that was Visa's own unique way of talking about football and the FIFA World Cup, while remaining true to their brand philosophy of ‘flow'."

Nike "Take It To the Next Level"

Nike "Fate - Leave Nothing"

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