Brand MarketingAd of the Day: NikeW+K follows up 'Write the Future' with another epic spot, 'My Time Is Now,' for Euro 2012By Tim Nudd|May 18, 2012 ShareBy Tim Nudd|May 18, 2012 Share Nike had a huge advertising success at the 2010 World Cup with "Write the Future," the epic soccer spot that won the 2011 Film Grand Prix at Cannes for Wieden + Kennedy Amsterdam. (It didn't work out so well for the players in the spot, though, many of whom failed notably at the tournament—fueling fears of a "Write the Future" curse.) Now, Wieden + Kennedy London takes over for Amsterdam with a sequel of sorts called "My Time Is Now," which is, in its own way, just as epic as the original. The theme this time is the hunger of youth, with up-and-coming players like Brazil's Neymar, France's Yann M'Vila and Germany's Mario Götze storming a field—followed by hundreds of others—to compete against established stars like France's Franck Ribéry, Holland's Wesley Sneijder and, of course, Portugal's Cristiano Ronaldo. The list of superstars also includes Rafael van der Vaart, Javier Hernandez, Andres Iniesta, Gerard Pique and Jack Wilshere—as well as the retiring Barcelona manager Pep Guardiola. And for those Americans who could care less about soccer, LeBron James even makes a cameo—and it appears he would make a pretty good goalkeeper, too. The spot has the same dynamic, otherworldly atmosphere as "Write the Future" did—it has a luminous glow, and thanks to some cinematic tricks, the play on the field is presented in a way that's somehow both unbelievably frenetic yet supremely graceful. (It captures the superhuman feeling of high-level sport like almost no other ads do.) The ad also has its tongue firmly in cheek, with comic touches all over the place—most notably, Ronaldo getting completely sidelined because he can't find a shirt that fits him. If the new spot doesn't have quite the compelling narrative that made "Write the Future" so special (that spot's often hilarious visions of post-tournament adulation or scorn for players who succeed or fail were priceless), it makes up for it by offering more in the way of interactivity. Over at Nike Football's YouTube page, you can watch a version of the film that has embedded "tunnels" that lead to all kinds of hidden content. Nike simply can't do a mediocre soccer commercial. Here, it's made another instant classic. Let's just hope it doesn't put a hex on the players this time. CREDITS Client: Nike Campaign: My Time Is Now Agency: Wieden + Kennedy, London ECD’s: Tony Davidson & Kim Papworth Creative Director: Stuart Harkness Interactive Creative Lead: Scott Dungate Creatives: Ben Everitt & Ali Merry Planning Director/Interactive Strategy Lead: Graeme Douglas Planner: Oscar Powell Account Director: Ryan Fisher Account Managers: Alex Rogers & Martin Jackson Exec Producer: Dannie Stewart Producer: James Guy Interactive Producers: Silvan Schreuder & Samara Zagnoiev Interaction Design / UX Consultant: Dan Hon Agency: AKQA ECD: Duan Evans International Client Partner: Geoff Northcott Creative Director: Phil Haworth Associate Creative Director: Davor Krvavac Planning Director: Dan Hill Planner: Ben Taylor Copywriter: Tom Reed Senior Designer: Neil Gurr Designer: Andreas Levin Associate User Experience Architect: Zac Best Social Media Executive: Dan Jones Social Media Editor: Sherief Younis Account Manager: James Annis Group Account Director: John Wilson Agency: Mindshare Oliver Joyce – Partner Ivor van Maaren – Account Director Clare Sims – Account Director Daniel Daynes – Account manager Jonathan Chadwick – Global Partner Adrien Robert – Global Invention DirectorContinue ReadingPages: 1 2 Adweek Adweek