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Nike: Toxic Football by Wieden+Kennedy

Client: Nike
Date: Jun 2021
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"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 You're either the star of the show or a loser," the tough Cockney football growls his outdated advice, exemplifying the nasty side of the sport.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.

Credits

WIEDEN+KENNEDY LONDON

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

PUPPET: Asylum

EDITOR: Ben Corfield @ Stitch

EDIT PRODUCER: Kirsty Oldfield

POST PRODUCTION: Black Kite

COLOURIST: Richard Fearon

POST PRODUCER: Tamara Mennell

VFX LEAD: Andrew Curtis

SOUND: 750

SOUND DESIGNER: Sam Ashwell / Jake Ashwell

SOUND PRODUCER: Martin Critchley

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