Nike 'Make The
Difference' TV Breaks
28.08.2009 | New Work
Today Nike Football launches the new ‘Make The Difference’ campaign created in collaboration between Wieden + Kennedy Amsterdam and London. The integrated campaign of TV, OOH, Print and Digital premieres in the UK and then continues to roll out globally throughout the year.
Nike ‘Make The Difference’ is the first communication for the 2010 football season. Ultimately a player that Makes The Difference wins football matches. Yet it isn't always simply about scoring fifty-yard free kicks, or dribbling round half a team. In fact, you can Make The Difference all over the pitch. It can be a ?pass, a? dummy run, a few words at half time, a moment of courage, or simply ?wanting it more than the next guy.
Mikey Farr, W+K Amsterdam says, “We wanted to take a fresh look at football. To challenge people to look behind the fancy flicks into what separates International footballers from the rest of us. Be it their talent, physical preparation or mental backbone.”
The first two :30’ launch spots, one featuring Wayne Rooney and the other Theo Walcott, premieres in the UK during Saturday’s heated match between Arsenal and Man U. The Rooney spot, shot by acclaimed director Malcolm Venville, opens on a very mentally focused Rooney staring at his reflection in a locker room mirror. Rooney slowly picks up a pair of clippers and as he begins to meticulously shave his head, we hear legendary actor Brian Cox, say ‘Welcome to The Zone. Not the kind of place you just drop in. Have a cup of tea, slice of cake. Most guys won’t go near the place. Others, season after season, they call it home.’ The spot ends as Rooney checks his newly shaven reflection in the mirror and lets out a battle cry before heading off to the pitch.
Stuart Harkness, Creative Director W + K London said regarding the Walcott spot, ‘Theo Walcott is a highly thoughtful player. We wanted to show how he is planning to Make The Difference this season by stepping up his game beyond being fast. The film taps into Theo’s mindset from an early age and his drive to deliver for his team and supporters. Something all young players can hopefully aspire to.’
Wieden + Kennedy’s campaign looks at unique moments that dramatically symbolize what it means to Make The Difference. Through both on-pitch and off-pitch moments, the films will show the effects the greatest players in the world have on those around them.
Additional :30’ campaign spots featuring Franck Ribery and Andrey Arshavin kick-off at the end of August and the beginning of September respectively.
Make The Difference aims to inspire football enthusiasts on and off the pitch.