Monday, June 14, 2010

Nike Isn't An Official World Cup Sponsor But Spot "Write the Future" Breaks Viral Viewing Record.

 Odd, but true Nike isn't an official World Cup sponsor. Surprised?
Anyone would think that after Nike produced the star studded three-minute "Write the Future" video Nike was a "platinum" sponsor. No, Adidas is the official ball and footwear sponsor.

But Nike is still the big winner at the World Cup. The "Write the Future" campaign broke the record for the biggest audience in the first week of a campaign with 7.8 million views and currently sits at over 18 million views overall. The original record for a first week "views", incidentally, also belong to Nike with the creepy, somber and strange "Earl and Tiger" ad, which debuted earlier this year with 6.3 million views in its first week.

The spot has a cast of international football stars including Didier Drogba, Wayne Rooney, Franck Ribery and Christiano Ronald. (Mr. Rooney is shown a future living in a trailer if he fails to catch Mr. Ribery steaming toward England's goal.) As the chart from Visible Measures shows, the video truly has international appeal.

Interestingly, Pepsi also is not an official World Cup sponsor, but its "Oh Africa" has spent seven weeks on the Viral Chart.

The "Write the Future" spot has now been broken down into various :30 and :60 second spots featuring various stars from the original.

Alejandro Gonzalez Inarritu directed an elite cast of characters from football and entertainment for "Write the Future" and was created by Wieden+Kennedy Amsterdam.

Christiano Ronald - :30 Second Spot

Agency: Wieden + Kennedy, Amsterdam
Executive Creative Director: Jeff Kling
Creative Director: Mark Bernath and Eric Quennoy
Copywriter: Stuart Harkness and Freddie Powell
Art Director: Stuart Harkness and Freddie Powell
Producer: Elissa Singstock and Olivier Klonhammer

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