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1. The Challenge
How can Nike claim the undeniable importance of training, discipline and perseverance in football? How can Nike spread a convincing message of motivation and support to the many thousands of young footballers worldwide that dream of making it big at Camp Nou or San Siro one day? And how can Nike attract football obsessed teens to its bootcamp, built around Nike top players Dembele (AZ Alkmaar) and Vincent Kompany (Manchester City)?
2. The Solution
We shot a film featuring Manchester City's Vincent Kompany and AZ Alkmaar's Moussa Dembélé, portraying the tremendous efforts they both put into their personal training long after other players have returned home. Throughout the film, a slightly ironic voice-over explains: “If you’ve got talent, you can just sit back and relax. Play video games all day. Take your sports car for a spin. Go shopping. Show off your new designer bag. You don't have to sweat. 'Cause you've got talent, haven't you?”
Ending with a firm message of motivation by Nike: "Get serious. Get to work. Join Nike Football Elite Training. www.nikefootball.com"
3. The Results
Up to now, the TV-commercial has generated nearly 90,000 views on YouTube and Facebook, heating up the discussion about talent and discipline among young footballers and football fans in general. In addition, the video featured on major sport blogs and news websites worldwide. People even commented that Nike had tapped into a voice that expressed the true nature of football itself. Twelve hundred football-obsessed teens registered for the Nike Football Elite Training (for 20 spots). The entire campaign and the Nike Football Elite training itself got widely discussed on the Nike Football blog: www.nikefootballtraining.be