Nike: Toxic Football by Wieden+Kennedy
"Oi you, sit down. Shut up... and listen 'ere! You need to get a few things in your head if you're going to make it in this game...alright?" barks a mangy old football from the sideline of Nike's latest ad for its 'Play New' campaign, designed to combat toxic masculinity in football.
"First of all, you've got to be greedy! I'm looking for that nasty streak. You don't ask, you take. You're either the star of the show or a loser," the tough Cockney football growls his outdated advice, exemplifying the nasty side of the sport.
With a kick, the toxic football is booted out of frame before he can voice any more of its old school, venomous spiel. Heralding in a new era of sport, the nasty football has been punted out by Marcus Rashford MBE, who has made a name as a formidable voice for social justice.
Created by Wieden+Kennedy, the ad is part of Nike's 'Play New' campaign that invites people to discover sport in new ways. It launched early last month with a film that featured elite athletes like Sabrina Ionescu, Dina Asher-Smith and Blake Leeper, as well as award-winning artist Rosalía.
"You know what, here's to going for it and being terrible. Here's for giving it a shot, even though your shot is garbage," suggests the child narrator, encouraging those who think they suck at sport to give it a go by discovering it in new ways.
CREATIVE DIRECTOR: Patrick Treacy
CREATIVE: Aaron Skipper
CREATIVE: Tom Corcoran
PRODUCER: Matthew Ellingham
ACCOUNT MANAGER: Matt Whiteside
RIFF RAFF FILMS
DIRECTOR: Rich Hall
OWNER: Matthew Fone
EXEC PRODUCER: Tom Berendsen
PRODUCER: Jay Lovelock
MANCHESTER LINE PRODUCER: Michelle O’Brien
DOP: Benjamin Kracun
1ST AD: Rob Thorpe
PRODUCTION DESIGNER: Jane Carroll
COSTUME DESIGNER: Emma Edwards
PRODUCTION MANAGER: Laura Duffy
PUPPETEER: Steve Clarke
EDITOR: Ben Corfield @ Stitch
EDIT PRODUCER: Kirsty Oldfield
POST PRODUCTION: Black Kite
COLOURIST: Richard Fearon
POST PRODUCER: Tamara Mennell
VFX LEAD: Andrew Curtis
SOUND DESIGNER: Sam Ashwell / Jake Ashwell
SOUND PRODUCER: Martin Critchley