Nike’s Interactive Ad Challenges Viewers To Find Secret Content

In anticipation of the 2012 Euro Cup, the new ‘My Time is Now’ campaign encourages viewers to find ‘hidden tunnels’ to learn more about the ‘next wave’ of players in the world of football.

Nike’s new epic ad, released in anticipation of the upcoming 2012 European Cup, sports the appropriately named moniker, ‘My Time Is Now.’ The 2.5min spot starts off featuring a game between France and the Netherlands, but is then interrupted by a horde of young players ‘making it their time’ in the world of football by crashing the game.

Big football names like Franck Ribéry, Wesley Sneijder, Neymar, Andres Iniesta, Mario Gotze, Gerard Pique, Mesut Ozil and Cristiano Ronaldo make an appearance, but it’s the ‘next wave’ of football players Nike really wants to highlight in the spot– the players who interrupt the game at the beginning of the spot are real players who were selected from Nike’s ‘The Chance,’ the scouting mission to find 100 young players from 50 countries with the potential to be the next great football champions.

Nike lets viewers ‘meet’ some of these young new players as well as learn more about world of football by exploring ‘hidden tunnels’ embedded in the game- watch the spot on the Nike Football YouTube channel, and there are several opportunities to engage and interact. Some ‘tunnels’ simply give bios of up-and-coming players like Kevin Strootman, while other ‘tunnels’ open up microcosms for viewers to explore before returning them back to the main spot.

(We won’t give everything away, but around minute 1:05, go inside the ‘Nike barbershop’ when a player stops to pose with a portrait on the wall!)

The ‘My Time Is Now’ strategy and campaign idea was conceived by Nike Football in collaboration by Weiden + Kennedy London, AKQA, and Mindshare. The ‘My Time Is Now’ film and interactive experience was created by W+K London, directed by Adam Berg and produced by Stink and Stinkdigital. ‘My Time Is Now’ seems to be headed towards equal fame as Nike’s 2010 ‘Write The Future’ World Cup spot- ‘My Time Is Now’ was released on May 18th, and as of writing, the video has already accumulated over 11M views.

Watch the ad below and try to find the hidden, interactive tunnels here:

*’The Chance’ – now in its second year- was created by Nike Football and AKQA, who also managed the global social media activation of the idea, alongside Mindshare who ran the media strategy and buying.

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