Write the Future
Write the Future is an
World Cup match and after significant events occur, the players usually see a significant ripple effect outside the world of football.[3] The advert aired during the 2010 FIFA World Cup.[4] It features the song "Hocus Pocus", by progressive rock band Focus. It was created by Wieden+Kennedy and written by Mark Bernath, Eric Quennoy, Stuart Harkness and Freddie Powell. The Sound design and mix was done by Raja Sehgal working out of Grand Central Recording Studios in London. The advertisement won the Film Grand Prix at the 2011 Cannes Lions festival.[5]
Plot
Cote d'Ivoire, where a massive street party is erupting ahead of his assumed goal. However, Cannavaro makes an impressive goal-line clearance: cut to him being the guest of honor on a Mediaset-style Italian variety program, where dancers wearing sequined variations of his #6 shirt re-enact the clearance while suspended on wires, while crooner Bobby Solo
sings a song with the lyrics "C'è Cannavaro! C'è capitano!"
The ball then comes to
Cliffs of Dover with the headline "JUST ROO IT!" (read and thrown away by Andrés Iniesta, Gerard Piqué and Cesc Fàbregas), the stock market reaches record highs, scores of babies are named "Wayne", and he even beats Roger Federer
in a game of table tennis.
The ball then comes to Brazilian defender Thiago Silva, who springs Ronaldinho into the corner. Faced by a defender, he then executes a number of step-overs, which become a viral video re-enacted and shared millions of times: the step-over even becomes a basis of an exercise video called "RON'S SAMBA-ROBICS" and Kobe Bryant celebrates a late 3-point basket by doing the step-over.
Ronaldinho's eventual cross is chested down by
742 Evergreen Terrace and nutmegs Homer Simpson (who reacts with a characteristic "Ronal-D'OH!"), the premiere of Ronaldo: The Movie starring Gael García Bernal
as Ronaldo...until he is grabbed and taken down by a Dutch defender. As he sets up the free-kick, scenes of Ronaldo preparing to strike the ball are intercut with his potential "future": the unveiling of a giant statue of Ronaldo in a Portuguese square.
Notable stars
Notable people seen in the advert, in order of appearance:
- Didier Drogba
- Fabio Cannavaro
- Bobby Solo
- Wayne Rooney
- Lassana Diarra
- Theo Walcott
- Patrice Evra
- Franck Ribéry
- Tim Howard
- Landon Donovan
- Jérémy Toulalan
- Cesc Fàbregas
- Andrés Iniesta
- Gerard Piqué
- Roger Federer
- Thiago Silva
- Luís Fabiano
- Ronaldinho
- Alejandro González Iñárritu
- Kobe Bryant
- Cristiano Ronaldo
- Homer Simpson
- Gael García Bernal
- André Ooijer
References
- ^ Vazquez, Paloma M. (May 21, 2010). "Nike "Writes the Future" – Just In Time For The World Cup". PSFK. Retrieved February 12, 2016.
- ^ Nike - Write the Future. Retrieved April 23, 2024 – via www.youtube.com.
- ISSN 1091-2339. Retrieved April 23, 2024.
- ^ Vazquez, Paloma M. (June 15, 2010). "Measuring The Value Of A Sponsorship: Nike's World Cup Buzz". PSFK. Retrieved January 26, 2014.
- ^ "Wieden Picks Up Film Grand Prix for Nike's 'Write the Future'". Adweek. Retrieved September 15, 2018.
External links
- Advert on YouTube
- Independent Films production company