W+K Portland went all out in getting celebrity talent for “Winner Stays” the latest iteration of their “Risk Everything”campaign for Nike.
The 4:12 film plays off the idea of pretending to be your favorite star players while playing a pickup game with friends. “Winner stays” says one side of one such pickup game, and soon players are claiming to be famous soccer stars and taking on their unique skill sets. It’s a fun idea, although it’s stretched a bit thin at over four minutes long. W+K is betting that with World Cup fever spreading people will stay around for the star power, which includes the return of Cristiano Ronaldo, Neymar Jr. and Wayne Rooney, a host of other soccer stars from around the world, and a few unexpected cameos. During the action, the spot offers the first glimpses of Nike’s new Magista and Mercurial Superfly.
“We connect to players’ passion for the game, whether it is the world’s best in Brasil or players in the park or street, explains Davide Grasso, chief marketing officer for Nike. “‘Winner Stays’ taps into an experience that every young player around the world will recognize – competition with friends and the idea of playing with your heroes or pretending to be them.”
While it may be fun and expertly crafted, it’s pretty hard to get over the run time for the full-length “Winner Stays.” Four minutes is just a really long time to expect people to sit through an advertisement and the new product reveals are relatively deep into the spot. Thankfully, there are abridged versions, with run times of 3 minutes (still pretty long), 90 seconds, 60 seconds, and 30 seconds. Stick around for full credits after the jump. Credits:
W+K PORTLAND
Creative Directors: Alberto Ponte / Ryan O’Rourke
Interactive Director: Dan Viens
Copywriter: Jeff Salomonsson
Art Director: Sezay Altinok
Agency Producer: Endy Hedman
Production Assistant: Julie Gursha
Agency Executive Producer: Matt Hunnicutt
Head of Production: Ben Grylewicz
Account Team: Karrelle Dixon / Alyssa Ramsey / Ricardo Hieber
Business Affairs: Laura Caldwell
Executive Creative Directors: Mark Fitzloff / Susan Hoffman / Joe Staples
PRODUCTION
Production Company: Rattling Stick
Director: Ringan Ledwidge
Executive Producer: Jen Barrons
Head of Production: Joe Biggins
Line Producer: Sally Humphries
Director of Photography: Ben Seresin
EDITORIAL
Editorial Company: Work
Editor: Rich Orrick
Post Producer: Sari Resnick
Assistant Editor: Eleanor McNaughtan
VFX
VFX Company: The Mill
VFX Personnel Senior Executive Producer: Sue Troyan
Executive Producer: Gemma Humprhies
Executive Color Producer: LaRue Anderson
Producer: Christina Thompson
Color Producer: Natalie Westerfield
Project Lead/Creative Director: Tom Bussell
Production Coordinator: Benjamin Sposato and Clare Melia
Shoot Supervisor: Tom Bussell, Austen Humphries and Andrew Wood
Lead Senior 2D Artist: John Shirley
Colonel Muster/CD: Andrew Wood
Colorist: Adam Scott
Design: Kyle Moore and Greg Park
VFX Company – Hulk: Luma Pictures
Executive Producer – Vicki Mayer
Producer – Steven Swanson
CG Supervisor – Pavel Pranevsky