Creativity

Chinese soccer takes over the world in Nike's glimpse at the future

Spot by W&K Shanghai is set in 2033, when the country is the one to beat

By Alexandra Jardine. Published on Jul 18, 2018

Editor's Pick

China might not have qualified for the World Cup this year, but Nike just made a commercial that predicts a future in which the country dominates soccer.

The ad, by Wieden & Kennedy Shanghai, imagines life in 2033, where the Chinese team is the one to beat; England is devastated when drawn in their group (tissue sales go off the charts, much to the amusement of the Chinese factory where the product is made). Meanwhile, Manchester City is rushing to sign up more Chinese players.

There's also a nod to women's soccer, and the ad ends by coming back to the present day with young players training on local community pitches. Nike recruited real teenage football players from the Nike Football League in Beijing, Shanghai and Guangzhou to star as the young players. Ian Pons Jewell directed the ad, via Hamlet, with post from MPC.

Nike's aim is to inspire China's young soccer players. "We (Nike and W&K) saw this campaign as an opportunity to make a statement and start a conversation about football in China," say agency creative directors Matt Skibiak and Dong Hao. "Why can't China be great? This film is clearly on the side of the athletes who believe it can be. Because if no one is willing to imagine going there in their heads, they'll never get there in real life."

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Credits

Date
Jul 18, 2018
Client:
Nike Football
Agency:
Wieden & Kennedy Shanghai
VP Marketing:
Steve Tsoi
Senior Creative Director:
Simon Lee
Football Brand Manager:
Samuel Minns
Brand Communications Director:
Che Lin
Brand Communications Manager:
Andy Liu
Executive Creative Director:
Ian Toombs
Creative Director:
Matt Skibiak
Creative Director:
Dong Hao
Art Director:
Josh King
Art Director:
Max Pilwat
Copywriter:
Josh King
Copywriter:
Max Pilwat
Head of Integrated Production:
Sanne Drogtrop
Executive Producer:
Bernice Wong
Producer:
Fang Yuan
Producer:
Angela Liu
Senior Planner:
Leon Lin
Planner:
Chris Kirkup
Business Director:
Dino Xu
Account Manager:
Shawn Kai
Senior Account Executive:
Xueer Ren
Head of Project Management:
Nicole Bee
Business Affairs:
Jessica Deng
Business Affairs:
Kathy Zhan
Head of Designer:
Fish Ho
Designer:
He Fan
New Business Director:
Jessica Sinn
PR Manager:
Rachel Xiao
Production:
HAMLET
Executive Producer:
Jason Felstead
Executive Producer:
Ruben Goots
Director:
Ian Pons Jewell
Director of Photography:
Ben Fordesman
Editor:
Sam Bould
Assistant Editor:
Megan Thorne
Football Tech:
Eddie McClements
Stylist:
Ameena Kara Callender
Stylist:
Victoria Mesenbrink
Production Services:
Filmate
Executive Producer:
Priscilla He
Producer:
Sami Xia
Producer:
Tim Zhang
Producer:
Joe Shen
1st Assistant Director:
Yu Pang Chang
Art Director:
Daymon Wu
Assistant Art Director:
Shu
Gaffer:
Dickson
Grip:
Jiang Ge
Focus Puller:
Albert Wang
Post Production:
MPC
Creative Director/VFX Supervisor:
Barry Greaves
On set VFX Supervisor:
Eason Wu
Post Producer:
Chris Li
Color:
Richard Fearon
Color:
Nikola Stefanovic
Digital Compositor:
Madhuka Gunasekera
Digital Compositor:
Marielle Santens
Digital Compositor:
Allegra David
Digital Compositor:
Ginesh Gandhi
Digital Compositor:
Minnie Chen
Online Team:
TingTing Su
Online Team:
Robin Liu
CG Supervisor:
Christian Kalata
3D Team:
Earn Lee
CG Team:
Chamishka Gamage
CG Team:
Aram Hakze
CG Team:
Alexey Mazurenko
CG Team:
Sean Baptist
CG Team:
Ember Chen
Motion Graphics:
Derik Lian
Line Producer:
Pooja Pandya
MatchMove:
Karthick Kumar
MatchMove:
Muruganantham T
Asset:
Manjunath Ramakrishnaiah
Asset:
Jayadeep Chandran
Prep Lead:
Sugumar S.
Prep Artist:
Abdul Labeeb
Prep Artist:
Akshay Agrawal
Prep Artist:
Trishul Phani Mishra
Prep Artist:
Yasasvini V.
Prep Artist:
Sudheesh TV
Prep Artist:
Jose J
Prep Artist:
Bijeesh Jayakumar
Comp Lead:
Yashvardhan Jain
Comp Artist:
Jahnvi Mistry
Comp Artist:
Bala Krishnan R
Comp Artist:
Nanda Kumar
Comp Artist:
Pratyush Paruchuri
Music by:
Human
Executive Producer:
Carol Dunn
Creative Director:
Craig Deleon
Composer:
James Leibow
Composer:
James Dean Wells
Audio House:
Trim
Sound Design:
Tim Harrison
Sound Editor:
Seb Bruen
Sound Editor:
Pär Carlsson
Audio House:
Big Knows
Executive Producer:
Arthur Monnet
Art Director:
Charles Monnet
Sound Supervisor:
Charles Monnet
Sound Engineer:
Aho
Sound Design:
Charles Monnet

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