Nike‘s 3-minute “Write the Future” TV spot, made for the 2010 World Cup, won the Film Grand Prix at the Cannes Lions International Festival of Creativity. The soccer commercial, featuring top stars including Wayne Rooney, Christiano Ronaldo and Didier Drogba, was created by ad agency Wieden + Kennedy Amsterdam. It was directed by Alejandro González Iñárritu, director of Biutiful, Babel and 21 Grams.
One goal, one pass, one game saving tackle can be the difference between fame and forgotten. What happens on the pitch in that split second has a ripple effect that goes beyond the match and the tournament. ‘Write the Future’ was a messaging platform that allowed Nike to show how football creates this ripple effect. It allowed us to give a glimpse into the future to see what the players were really playing for, in their own lives and the lives of those that follow them.