Following India's World Cup win, JWT Bangalore released Nike's third TVC titled 'United by Blue' as a part of their ‘Bleed Blue’ campaign. This follows the first TVC titled 'Bleed Blue Pledge' which was released during India's quarter final game against Australia and the second one titled 'Yards', that was released during the semi final clash against Pakistan.
The TVC consists of a collage of celebrations that took place after India lifted the World Cup to be World Champions after 28 years. The film moves from a city rooftop where a young player hits a winning shot to stadiums in which athletes realise their achievements and show how they celebrate their victorious moments. The TVC ends with the young player raising his bat to a hopeful horizon on top of the rooftop he was shown playing on at the start of the commercial.
Watch the TVC (story continues below)
Commenting on this film, Senthil Kumar, executive creative director, JWT Bangalore, said, “The film 'United by Blue' was released after India's huge win in the finals, marking the fact that we are World Champions now in all three formats of the game. In fact, we sent out different camera teams on various streets of India to authentically capture the emotion of the nation that was bleeding blue on every Indian street. Further bringing alive our idea that "The Street is the stadium and vice versa.”
Kumar added, “This raw street footage was then intercut with the shots of athletes playing in the stadiums and young Indian kids playing on the street in the same seamless fashion as the Yards TVC. In fact there were several instances crafted into the film, where you can't tell the difference between the streets and the stadiums.”
Commenting on India’s world cup win and the effect of the campaign, Sanjay Gangopadhyay , marketing director, Nike India, said, “The celebration brought to life in 'United By Blue' represents the celebration going on all over India. The entire country is united by blue. This incredible win has only deepened the relationship between the streets and the stadiums. The kids inspire Team India and the national team inspires the kids. It’s been a shared journey, a shared dream. And now it’s a shared victory with ‘Bleed Blue’ now becoming part of the Indian Cricket lexicon.”
Client: Nike India
Agency: JWT India
Writer and creative director: Senthil Kumar
Director: Omri Cohen
DOP: John Jacob
Production: Hello Robot
Sound design and music: Dhruv Ganekar