we checked out www.nikefootball.com and found a slew of sick videos showing some of soccer’s worldwide stars showing off their chops.
But he still managed to reach and interview Canadian Mark Hunter, who cooperated with the Wieden+Kennedy/Amsterdam ad agency to stage up the global Nike's ad movement.
Q:What’s the idea behind this campaign?After watching numerous JogaTV videos, I am feeling Joga Bonito a great idea to spread/instigate football skills among the youth!
A:We wanted to do something that felt real and sort of small and humble in a way. For people who follow the game, it’s gone in a way that perhaps hockey was before the lockout — just that there’s some of the purity missing. There are more fights and racism, while s alaries and egos have gotten out of control. So, Nike said instead of just doing ads with a bunch of their stars in it, they wanted to take a stand. It’s weird because it is advertising, but hundreds of millions of people see these things so it’s interesting to take a stand and see if people respond. They just said, what if we promote beautiful football?
The players Nike supports tend to be players who are passionate, very creative and play with flair. So, what they did was break the idea of Joga Bonito into five elements. We called them joy, team, skill, heart and honour. The hope is that a kid will see these ads wit h some of the greatest players in the world and realize that what makes Ronaldinho great, for example, is that he turns up every day and plays like he loves it. We wanted to show these superstars playing in a way that a kid could actually emulate rather than saying, “Wouldn’t it be crazy to get some of the best players in the world together and do something crazy on a skyscraper rooftop?”
Q:What made you choose Eric Cantona as the spokesperson?
A: He’s fairly controversial, being a notoriously aggressive player who has been involved in some questionable moments. But, essentially, the thinking was that maybe Nike could start a movement, a movement that would support beautiful football. Eric is just a larger-than-life character who certainly played with passion. So, he became our figurehead who would deliver our message.
Q:How did you apply the five elements to the Nike players?
A: It was fairly natural, actually. Wayne Rooney, for heart, is this street-fighting kid who is just always up for it. Ronaldinho is known for that smile, so joy was easy. Honour was a tougher one, but Thierry’s known as an inspirational player who plays honorably. For skills, we picked two flashy players in Cristiano Ronaldo and Zlatan Ibrahimovic. Team is, of course, Brazil. There is quite a Brazilian bent to all this, right down to the slogan. It’s just a big advertising campaign at the end of the day, but it’s fun and it feels like it means something.
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