Ever wondered what it's like to be snatched from the minor leagues and elevated to dizzy heights?
Nike have enlisted the talent of director Guy Ritchie (Lock Stock and Two Smoking Barrels - married to Madonna for a while) to create a modern, action-packed adventure. It's sex, drugs and rock'n'roll without the sex and drugs (well, maybe a little bit).
The commercial takes you inside the mind of the player. You see what he sees.
It's an exhilirating technique - you could do it yourself with a GoPro camera and plenty do.
Aside from admiring and gawping - what's the takeout?
- make the fans feel close to action, able to project themselves into the game like a 'first person shooter'.
- make it real and unvarnished. Making the achievement and lifestyle seem like a recruitment ad - something to aspire to inspires kids to want to get out there on the paddock wearing their magic Nikes.
- make the brand inseparable from the sport. It is in it and of it. Nike means 'victory'. I think they nailed it here.
This blog is a notepad of contemporaneous and sometimes extemporaneous thoughts about creativity, strategy and ideas.