Ad of the Day: Nike Soccer Relives the Birth of a Star in Electric Spot With Blaise Matuidi

A single shining moment can inspire a lifetime of greatness. That, at least, is the driving idea behind Nike's new soccer ad, "Spark Brilliance," from Wieden + Kennedy Amsterdam. In it, French player Blaise Matuidi flashes back through his rise to stardom, starting as a young boy witnessing former pro Jay-Jay Okocha land a perfect volley into the back of the net while playing for Paris St. Germain, where Matuidi is now a midfielder. That sports-idol-spawned montage may sound a little like another Nike ad from elsewhere in the W+K universe. Last year, "Ripple" featured Rory McIlroy training his way through the years to play along Tiger Woods, after seeing and admiring the elder golfer as a child—created by the agency's Portland office. This spot, if equally heartfelt in its own way, is less somber and more upbeat. In fact, it's almost carnivalesque, with the titular, metaphorical spark visualized as a literal meteoric explosion in a galaxy that's contained inside young Matuidi's eyeball, and the grownup version of him taking on proportions of celebrity well beyond his skills in the game. He's not just a soccer star—he's a fashion icon and cultural force, whose victory-dance moves on the pitch serve as a source of inspiration for the likes of popular French hip-hop artist Niska. Overall, it's a fun ad, glued together by an especially on-point choice of background music, Earth, Wind & Fire's "Shining Star." It's not only a perfect lyrical fit for the concept, but has the kind of irresistibly charming groove that in and of itself suggests everything is going to turn out well in the end. Also, its indomitably happy sound, when coupled with the modern imagery of the spot, doesn't even seem dated, and plays an outsized role in carrying a message—and tagline ("Fais Briller Le Jeu" in French)—that flirts with the kind of enthusiastic naïveté that can be tough to swallow. To its credit, the ad doesn't shy away from the doses of drilling and running that were also essential to Matuidi's success—the kind of hard work with which McIlroy is also intimately familiar. But the whole ad is infused with the love for play that's at the heart of much of Nike's marketing. The 90-second spot's true moment of brilliance, though, comes at the end—itself a new beginning—when the camera cuts to another future soccer star, glimmering as he watches Matuidi celebrate a goal. CREDITS Client: Nike Ed Collin: Senior Brand Communication Director, Nike EMEA Nick Kettelhake: Brand Communications Director, Nike WE Jean-Luc Bragard: Brand Communications Manager, Nike WE Agency: Wieden + Kennedy Amsterdam Executive Creative Director: Eric Quennoy, Mark Bernath Creative Director: Craig Williams, David Smith Art Director: Sébastien Partika Copywriter: Edouard Olhagaray Head of Broadcast Production: Joe Togneri Broadcast Producer: Elissa Singstock Planner: Stéphane Missier Communications Planner: Josh Chang Digital Strategist: Greg White Group Account Director: Kathryn Addo Account Director: Tim Ryan Account Manager: Jorge Fesser Project Manager: Loes Poot Business Affairs: Kacey Kelley Production Company: Division Films Director: Fleur+Manu Director of Photography: Steve Annis Producer: Jules de Chateleux Executive Producer: Jules de Chateleux Editing Company: Whitehouse Post London Editor: Russell Icke Audio Post: Wave Studios Amsterdam/ Grand Central Recording Studios London Sound Designer/Mixer: Alex Nicholls Lee/ Raja Sehgal Music: Title: "Shining Star" (Sebastian Remix) Original Artist / Remix Artist: Earth, Wind & Fire (Remixed by Sebastian) Publishing & Master Recording: Sony/ATV & Sony Music Entertainment Remix : Ed Banger Records Postproduction: Glassworks Amsterdam Flame: Morten Vinther (Head of 2d) Kyle Obley (VFX Sup/ Flame) 3D: Rudiger Kaltenhauser Telecine: Daniel de Vue Producer: Anya Kruzmetra, Christian Downes Partner Agencies: Media Agency: Mindshare Paris Digital Agency: RGA London

Brand Marketing

Ad of the Day: Nike Soccer Relives the Birth of a Star in Electric Spot With Blaise Matuidi

French star gets an assist from Earth, Wind & Fire

Gabriel Beltrone

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Gabriel Beltrone