Write the Future is an advert made by Nike football for the 2010 World Cup and directed by Mexican filmmaker Alejandro González Iñárritu for the UK based production company, Independent Films Limited. The full version is over three minutes in length and features football players Didier Drogba, Fabio Cannavaro, Wayne Rooney, Franck Ribéry, Ronaldinho, and Cristiano Ronaldo as its main players. All of the players play in a scenario during a World Cup match and after significant events occur, the players usually see a significant ripple effect outside the world of football. It airs during the 2010 FIFA World Cup. It can be considered a sequel to a previous advert entitled "Take It To The Next Level", which aired in 2008 for Euro 2008, and features similar people. It features the song "Hocus Pocus", by progressive rock band Focus.
Contents |
Notable people seen in the advert, in order of appearance:
Even though the advert features the best players from the best national teams, each player made an early exit from the 2010 FIFA World Cup. The first was Ronaldinho who didn't make the Brazilian national team. Next Franck Ribéry and the French team floundered amidst scandal and didn't advance out of the Group Stage; Ribery did not score a goal. Fabio Cannavaro and the Italian team did not get out of the Group Stage, they did not win a game in the group stage of the tournament; Cannavaro didn't score a goal. Didier Drogba was injured shortly before the World Cup and missed most of the first game; Cote d' Ivoire did not get out of the group stage. Wayne Rooney and the English team did advance out of the group stage but finished second in the group and then lost 4-1 to Germany in the Round of 16; Rooney did not score a goal. Cristiano Ronaldo and Portugal got out of the group stage but lost in the Round of 16. An add on to the original advert was made featuring Brazilian star Robinho, Brazil was knocked out in Quarterfinals. Alas, one by one, the football stars shown in the advert lost their match. Roger Federer lost too before competing in the 2010 Wimbledon semi-finals. Only Spain's football stars, seen sitting reading newspaper in frustration, and Netherlands football star, seen unable to contain Cristiano Ronaldo's forward, survived the curse to qualify both teams into the finals. The commercial's theme is that a football star can obtain an incredible amount of fame by scoring a goal. This seems to be in contrast to the view that a goal is the result of a team effort.
Measuring The Value Of A Sponsorship: Nike’s World Cup Buzz
[http://www.pixelvulture.com/index.php/2010/07/the-curse-of-nikes-write-the-future-advert/
The Curse of the Write the Future Ad.]
| Preceded by The Man Your Man Could Smell Like |
Cannes Lions Film Grand Prix Winner 2011 |
Incumbent |