It's been a little while since I've posted an advert on here, but a Nike ad almost always requires some attention. Their latest spectacle, My Time Is Now, arrives just in time for the Euro football tournament this summer. It appears to be the pinnacle for the My Time Is Now campaign, as Nike are taking it upon themselves to bleed the new talent into the world of football. This ad features some of European football's greats, Ribéry, Sneijder, Ronaldo up against the new kids on the block Neymar, M'Vila, Götze, and a few more hundred hopefuls.
This ad was inevitably going to be compared to Write The Future, Nike's last big ad for the 2010 World Cup. Does it stack up? For me, not quite. It is shot in a very similar style, which perhaps lacks a bit of imagination, it's not as funny as WTF and is completely focused on the pitch and the stadium surroundings. WTF featured Rooney (who doesn't feature at all, nor does any England player apart from a split second of Wilshere and supposedly Welbeck) in a caravan, Homer Simpson and Youtube. MTIS only features Lebron James, who feels a little out of place. Plus Neymar - the star of the ad - isn't European, didn't that occur to anyone? This is all not to say I didn't like the ad, I just expected better I think, it just feels like a Write The Future - Lite.
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