Nike’s Electrifying Women’s World Cup Ad Celebrates the Soccer Stars of Today and Tomorrow

'Don’t change your dream. Change the world.'

Several Nike ads ranked near the top of our best ads of 2019 list. Nike

The Women’s World Cup starts this week as the host country, France, opens the tournament in Paris against South Korea. Nike is not an official sponsor (that honor goes to Adidas), but the brand has made its usual splash leading up to the tournament with a breathtaking and inspiring ad featuring some of the sport’s global stars.

While most Americans may be familiar with the likes of Alex Morgan and Megan Rapinoe, the three-minute anthem from Wieden + Kennedy Portland continues the brand’s “Dream Crazy” positioning (the title of the spot is “Dream Further”) and features a slew of top athletes from other Nike-sponsored soccer federations that more fans will get to know during the tournament.

Opening in the stadium tunnel before a match between the Netherlands and Nigeria, the ad introduces us to 10-year-old California soccer player Makena Cooke, who is led to the field by Dutch phenom Lieke Martens, only to be told that she’s “not done” when the ceremonial introduction is over. From there, Cooke hangs on for a wild ride of scenarios (set to the upbeat song “Bad Reputation” by Joan Jett & the Blackhearts) where, most of the time, she’s running hand-in-hand with the players as a metaphor for how the current crop of stars will lead the next generation into the future.

Like many Nike soccer ads of this type, the feel is cinematic, and there are plenty of cameos including former England captain Alex Scott in the role of FC Barcelona’s men’s team manager, with Cooke on the sidelines helping coach players Philippe Coutinho and Gerard Piqué.

The inspiring ending of the ad—somewhat ironically—pits Cooke against the defending champion U.S. Women’s National Team and forward Crystal Dunn, as the younger player serves Australian mega-star Sam Kerr up with a perfect assist for a goal. While the spot is certainly an exciting and pointed celebration of the sport and tournament, it’s great to see so many players that may not be household names in this country get a bigger spotlight.

The brand is also promoting its limited-edition “Dream Further” jerseys, the first kids soccer shirt created specifically for girls that, as part of its design, includes the powerful mantra: “Don’t change your dream. Change the world.”

Stars in the “Dream Further” spot include:

Sam Kerr, Forward (Australia)
Andressa Alves, Forward (Brazil)
Neymar Jr., Forward (Brazil)
Philippe Coutinho, Midfielder (Brazil)
Wang Shuang, Midfielder (China)
Fran Kirby, Forward (England)
Amandine Henry, Midfielder (France)
Grace Geyoro, Midfielder (France)
Marie-Antoinette Katoto (France)
Sara Däbritz, Midfielder (Germany)
Lieke Martens, Midfielder (Netherlands)
Daniëlle van de Donk, Midfielder (Netherlands)
Asisat Oshoala, Forward (Nigeria)
Ji So-Yun, Midfielder (South Korea)
Gerard Piqué, Defender (Spain)
Crystal Dunn, Forward (United States)

CREDITS:

Client: Nike
Campaign: “Dream Further”
Client Contact: Steph Derham + Andy Whiteside

Executive Creative Directors: Eric Baldwin, Jason Bagley
Creative Directors: Alberto Ponte, Ryan O’Rourke
Art Directors: Emma Barnett, Pedro Izique
Copywriter: Josh Bogdan
Art Director – Social: Naoki Ga
Copywriter – Social: Gus Solis
Head of Production: Matt Hunnicutt
Executive Producers: Jake Grand, Krystle Mortimore
Lead Producer: Katie McCain
Integrated Producer: Bob Guerrero
Producer: Amy Leach
Associate Producer: Candice Harbour
Production Coordinator: Shani Storey
Brand Management: Andre Gustavo, Kate Rutkowski, Steve Smith, Paanii Annan
Strategy: Andy Lindblade, Nathan Goldberg
Media Comms: Daniel Sheniak, Emily Graham, Stephanie Campbell
Sr. Business Affairs Manager: Maureen Doyle
Traffic: Maggie Harasyn, Sabrina Reddy
Executive Design Producer: Alicia Kuna
Design Producer: Michael Rosenau
Studio Designers: Jim Ward, Mitch Wilson
Retouching: Frazer Goodbody, Kyle Pero, Amy Ellars
Creative Operations Manager: Saba Spencer
Copyediting: James Yu

Production Company
Production Company: PRETTYBIRD
Director: Francois Rousselet
DP: Matias Boucard
Vice President, Executive Producer: Ali Brown
EP/Supervising Producer: Suzanne Hargrove
Director of Production: Tracy Hauser
Line Producer: Julie Sawyer
Production Designer: Nora Takacs (US), Laura Sabat (Barcelona)

Editorial
Company: Rock Paper Scissors
Editors: Lauren Dellara (Anthem), Jamie Foord (Social)
Assistant Editors: Thomas Rickert, Patrick Tuck, Erin McCaffrey
Post Producer: Adam Parker, Catherine Liu
Post Executive Producer: Raná Martin
Head of Production: Dre Krichevsky
Managing Director: Eve Kornblum

VFX
VFX Company: The Mill
Creative Director: John Shirley
Chief Creative Officer: Phil Crowe
2D Lead Artist: John Shirley, James Allen, Andrew ‘Wood’ Barnsely, Roxy Zuckerman
Shoot Supervisor: John Shirly, Phil Crowe, Philip Maddock, Andrew ‘Barnsley’ Wood
Executive Producer: Anastasia Von Rahl
Senior Producer: Jacklyn Ramirez, Colin Oaten, Alexandra Paton
Producer: Mia Saunders, Goutham Hampankatta
Production Coordinator: Sean Tomek, Fyn Foo, Will Tyler
2D Artists: Evan Langley, Katerina Arroyo, Lenz Kol, Jeannie ‘Remedy” Hyungh, Tim
Crabtree, Dag Ivarsoy, Abby Riegel, KaiChun Tsai, Kyle Maclachlan, Brett Lopinsky, Chris
Hunsberger, Rodrigo Jimenez, Cris Kong, Stephen Holbrook, Venuprsath D, Badhrinath
Chinimilli, Chanakya C, Inthuri Chandra Shekar, Jyoti Tiwari, Mayank Shekar Tiwari,
Nehal Desai, Ramanjaneyulu Thota, Uday V, Yatin Tamhane, Mahesh Ravila, Rahul
Bharadwaj, Sandeep Kumar Singh, Subodh Kumar, Rob Winfield, Nick Tayler

3D Artists: Freddy Parra, Lanli Su, Lalida Karnjanasirirat, Victor Duncan, Luis Sanchez,
Matthew Choy, Matthew Bell, Melanie Okamura, Michael Lori, Danny Garcia, Elizabeth
Hammer, Alice Panek, Nicola Gilbert, Ivor Griffin, Margaux Huneau, Ed Hicks, Andrew
Bartholomew, Muralikrishna Reddy, Senthil Murugan Balasundaram, Dhanesh
Sudhakaran, Lokesh Maddela, Loganathan P, Sanjey Arvindh, Yalamarthy Ganga Raju,
Venugopal A, Abdul Rehman, Amit Patil, Arun Shah, Milan Dey, Asit Midya, Abhishek
Kumar, Amritha Raajendher, Ayush Bajoria, Bharat Ediga, Bhavani Shankar, Ganesh
Lamkhade, Giri Prasad S, Manoj Ravi, Rajan Ramakrishnan, Kapil Rana, Asit Midya, KiranPrabhu, Kanishk Chauhan, Ramesh Bandi, Shashi Kumar Dakoju

Matte Painting: Gillian George, Rasha Shalaby
Design: Justin Mays, Greg Rubner

Color
Color Company: The Mill
Colorist: Adam Scott
Color Executive Producer: Linda Jackson
Color Producer: Liza Kerlin
Production Coordinator: Jessica Amburgey
Color Assist: Logan Hghlen, Gemma Parr, Nate Seymour

Music
Artist: Joan Jett
Song: Bad Reputation
Artist: Jack White
Song: 7 Nation Army
Artist: CLiQ f/ Ms Banks and Alika
Song: Anything I Do
Music Supervision by Human
Senior Producer and Music Supervisor: Kamela Anderson
Executive Producer: Carol Dunn
Creative Lead: Craig DeLeon

Sound Design + Mix
Sound Design Company: Joint
Sound Designer: Noah Woodburn
Audio Assistant: Natalie Huizenga
Executive Producer: Leslie Carthy

Behind The Scenes Content
Production Company: Stadium/Auditorium
Director: Monroe Alvarez
Executive Producer: Michael Bergin
Line Producer: Carlye Burke
Associate Producer: Diana Hidalgo Román
Cinematography: Samy Mosher & Eric Maldin
Photographers: Thierry Des Fontaines, Maria Montilla
Assistant Camera: Kiara Ramirez & Ksusha Genefeld
Production Sound: Daniela Fermín & Victoria Carrillo
Post production Sound: Dallas Taylor @ Defacto Sound
Production Assistants: Peter Hou & Christian Spencer
Editorial Company: Spotwelders
Editor: Paul Sabater
Post Producer: Jessica Davis
Color: Apache
Colorist: Arianna Shining Star


@zanger doug.zanger@adweek.com Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.
Publish date: June 2, 2019 https://stage.adweek.com/agencies/nikes-electrifying-womens-world-cup-ad-celebrates-the-soccer-stars-of-today-and-tomorrow/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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