Nike is seeking to associate itself with next year's World Cup in Brazil, despite not being an official sponsor, with an ad that showcases the host's unique style of play and way of seeing the game, writes Matthew Chapman of Marketing Magazine.
At the heart of the campaign is a film, themed 'Dare to Be Brasilian', which looks at the individual personalities and styles of Brazilian soccer players Neymar, Silva, Luiz, Paulinho, and Bernard, as well as the essence of their style of play.
“As their victory on home soil last summer reminded the World, no one plays like Brasil,” said Davide Grasso, Chief Marketing Officer, Nike. “Their unique brand of phenomenal football is an inspiration to Nike and athletes around the world, and we are celebrating that unique style of play with this new campaign.”
In scenes unique to each player, the film portrays the game through their eyes. Neymar plays like a kid; Luiz runs over the competition; Silva dominates the penalty box; Bernard is the fleet-footed midfielder in a land of giants; and Paulinho is the responsible one.
The film aims to bring to life what is in each player’s mind as they play, and football fans are being encouraged to participate by sharing silhouettes of themselves on social media and customising T-shirts at Nike.com.