Nike has released a campaign urging on Brazilians well ahead of the 2016 Olympic Games, which are being held in Rio de Janeiro.
As was the case with the FIFA World Cup, rival Adidas is the official sponsor of Rio 2016.
Wieden & Kennedy São Paulo created the spot, which features players from Brazil’s basketball team, sprinter Ana Claudia Lemos and beach volleyball players, among others.
The ad is part of Nike’s wider ‘Dare to be Brazilian’ campaign.
The film features the athletes in various modes of preparation, from concentration before taking their guard to intense practice sessions. Fencers, boxers, skateboarders, swimmers, basketball players, track and field athletes and more are shown preparing, before performing in stadiums filled with cheering audiences. The film ends with the message ‘Tomorrow starts now’ and the Nike sign off.
Creative agency: Wieden & Kennedy São Paulo