Nike Salutes F.C. Barcelona and the Catalan Culture in Flashy Ad by W+K

Celebrating a 20-year partnership with the soccer club

Nike Football
Headshot of Tim Nudd

Nike celebrates its 20-year partnership with F.C. Barcelona, one of the world’s great soccer clubs, in a new 90-second spot directed by Oscar-winning cinematographer Wally Pfister that salutes team’s ability to unite Catalans across the city.

The ad, by Wieden + Kennedy Amsterdam, is narrated in Catalan (with closed captions in English) by the actor Carles Francino (who was born in Barcelona). It features a unique visual look—the frame is divided into squares throughout much of the spot, which is a nod to the layout of the city, designed in the mid-19th century by urban planner Ildefons Cerdà.

It stars lots of current players, including Andrés Iniesta, Philippe Coutinho, Gerard Piqué, Sergio Busquets, Sergi Roberto, Ousmane Dembélé, Samuel Umtiti, Denis Suárez, Paulinho and Alexia Putellas. There are also cameos from Barcelona legends Carles Puyol, Ronaldinho, Pep Guardiola and the late Johan Cruyff.

Dutch forward Lieke Martens of the F.C. Barcelona women’s team—the reigning FIFA women’s player of the year—also has a key role.

See the spot below. Click CC for subtitles.

Pfister, who won an Oscar for his work on Inception, also cast 20 extras who are die-hard F.C. Barcelona fans from the city. Most notably, the fans include 78-year-old Carles Tarrida, who attended the first-ever match at the Nou Camp on Sept. 24, 1957, where he got to see Eulogio Martínez score the stadium’s first goal. (Tarrida’s cameo is at 1:12.)

There are also a few other famous Catalans in the film, including skateboarder Pedro Attenborough and BMX rider Malcom de Blas.

The music is an original score by traditional Catalan percussionists Kaboom, featuring Barcelona native and Latino Grammy nominee Rosalía.

“As players, we are conscious of our responsibility to the fans and the city; we do all that we can to bring success to the club, win big titles and make them happy,” Iniesta said in a statement.

Client: Nike

Agency: Wieden + Kennedy Amsterdam
Executive Creative Director: Eric Quennoy, Mark Bernath
Creative Director: Craig Williams, Evgeny Primachenko
Art Director: Ignasi Tudela Calafell
Copywriter: Jake Barnes
Catalan Copywriter: Ferran López [Freelance]
Head of Broadcast Production: Joe Togneri
Senior Producer: Jaime Tan
Assistant Producer: Khalid el Khouani
Planning Director : Stephane Missier
Communications Planning Director: Hillary Heath
Group Account Director: Kathryn Addo, Alyssa Ramsey
Account Director: Amber Martin
Account Manager: Molly Rugg
Project Manager: Loes Poot
Business Affairs: Akvilina Jaskunaite, Belen Jerez, Michael Graves

Production Company: Reset Content
Director: Wally Pfister
Director of Photography: Wally Pfister
Producer: Bart Lipton
Executive Producer: Deannie O’Neil
Managing Director: Dave Morrison

Editing Company: Final Cut London
Editor: Ryan Beck, Rick Russell

Audio Post: Grand Central Recording Studios
Sound Designer/Mixer: Raja Sehgal, Aaron Taffel, Gary Turnbull

Additional Voice Recordings: Wave Studios Amsterdam
Sound Engineer: Alex Nicholls-Lee, Juan Pablo Thummler

Artist / Title: Philip Kay/ The Beat Of Our Drum
Music Company: Woodwork Music
Music Producer: Andrew Oskwarek

Post Production: Glassworks
Lead Flame Artist: Kyle Obley
Flame Artists: Alex Pattinson, Angus Wilson
Nuke: Justin Baker
3D Lead: Tim Bolland
3D Artists: Bjorn Klaassen, Mars Dolschon, Daniel Sidi, Norbert Kiehne, Gunter Freese, Callum Austin
Colorist : Daniel de Vue
Senior Producer: Lauren Loftus
Head of Production: Anya Kruzmetra

@nudd Tim Nudd is a former creative editor of Adweek.