Nike doesn't want Brazil to linger on its loss in the World Cup. Instead, the brand's new ad is aimed at pumping up the passionate nation of sports fans for their next global event: the 2016 Olympics.
"Tomorrow Starts Now" is a beautiful tribute to the outstanding athleticism of a country whose chances at glory were abruptly and embarrassingly snuffed out by a 1-7 World Cup loss to Germany.
But instead of trying to tend the wounds of Brazil's futebol fan base, Nike is instead looking ahead to the many events where the country is expected to do well when the world returns to Rio de Janeiro for the next Summer Games.
The spot from Wieden + Kennedy São Paulo is a solid minute packed with diverse talent like track athlete Ana Claudia Lemos, beach volleyball siblings Clara and Carol Salgado, basketball players Leandrinho and Anderson Varejão, and Yane Marquez, a bronze medalist in the pentathlon at the London Olympics.
As usual, Nike is on top of its game, finding those perfect moments that celebrate the unparalleled power of the world's best athletes. It's also a moving reminder that the soul of sport lies not in winning, but in the passion it takes to keep going after a defeat. You can make it, Brazil. You can get past this.