A new football-themed Nike campaign aims to tackle the issue of toxic masculinity in sport and bring an end to the ‘nice guys finish last’ cliché.
Led by a hero spot starring England and Manchester United forward Marcus Rashford MBE, the campaign carries a clear and important message.
It features an aging, out-of-touch and angry animated football snarling out self-centered advice to the viewers before the nasty, old-school ball character is satisfyingly kicked-out of the frame mid-sentence by Rashford who is a figurehead for a new, enlighted era of football. One which is inclusive, considerate, committed to social justice and won’t stand for this outmoded way of thinking.
The mangy old ball states: “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? 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 You’re either the star of the show or a loser,” the tough Cockney football growls his outdated advice, exemplifying the nasty side of the sport.”
Nike 'Toxic Football' from Black Kite Studios on Vimeo.
The campaign, which debuted ahead of spiking football interest ahead of UEFA Euro 2020, was created by Wieden+Kennedy London and the hero spot was helmed by Riff Raff’s Rich Hall.
The campaign was created for Nike by a team at Wieden+Kennedy London which included Creative Director Patrick Treacy, Creatives Aaron Skipper and Tom Corcoran, Producer Matthew Ellingham and Account Manager Matt Whiteside.
It was produced by Riff Raff Films with Director Rich Hall, Founder Matthew Fone, Executive 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 and Production Manager Laura Duffy.
The puppeteer was Steve Clarke with Puppets by Asylum. The editor was Ben Corfield of Stitch with Edit Producer Kirsty Oldfield. Post Production was handled by Black Kite with Colourist Richard Fearon, Post Producer Tamara Mennell and VFX Lead Andrew Curtis.
Sound was by 750 with Sound Designers Sam Ashwell and Jake Ashwell and Sound Producer Martin Critchley.
Comment:
This campaign is part of Nike’s recently launched ‘Play New‘ brand platform which focuses on inviting people to discover sport in new ways. It launched in May with a hero film featuring elite athletes like Sabrina Ionescu, Dina Asher-Smith and Blake Leeper, as well as award-winning artist Rosalía.
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