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{ADbitious} The Future Has Been Written, Just Not By Nike

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Nike - The Future Has Been Written

Prior to the 2010 FIFA World Cup in South Africa, sporting goods giant Nike, released a string of advertisements centered around something they called “Write the Future.”

It was more like Write the Fail, because it fell short, in more ways than one, regardless of its exceptional filming, A-List cast of footballers and truly inspirational message.

With the release of  “The Future Has Been Written,” two weeks after the 2010 World Cup Final that Spain won against the Netherlands, it seems like the brand is trying to reestablish itself – except it’s quite hypocritical. [Read more...]

July 21, 2010

WRITE THE FAIL: The Curse of the Nike AD

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Sports curses (The Sports Illustrated cover and Madden curse) are as infamous as the teams, players and games themselves.

It’s time for a new one to be added to the list, courtesy (inadvertently) via sporting goods company, Nike.

Pre-World Cup 2010 in South Africa, I wrote a piece called, “{ADbitious} Nike AD ‘Write the Future’ – Is it Rubbish?” which discussed the true value, if not celebrity of a celebrity-infested advertisement by Nike called “Write the Future.”

The television commercial was a huge hit with very few people critical about it. Some were dubbing it one of the best advertisements ever made. While others, like myself, criticized it for missing the mark on what makes the Beautiful Game so beautiful to begin with.

Now that the World Cup has come and gone, it is pretty safe to say that Nike’s “Write the Future,” was a big “Write the Fail.”

In its essence, [Read more...]

July 15, 2010

{ADbitious} ESPN and the AMAZING World Cup Murals

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Click to Enlarge, Magnify on Picasa.

When ESPN decided to go all-out, full-out for the 2010 FIFA World Cup in South Africa, they designed a unique and truly artistic advertising campaign with the help of  the American-based Wieden + Kennedy (New York) who enlisted the talents of AM I Collective Studios in Cape Town, South Africa.

Their promotional efforts include 33 original pieces of artwork each representing one of the participating nations and one general World Cup piece.

The look and feel of the pieces are a mirror the hand-painted signage and [Read more...]

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June 23, 2010