The Wieden+Kennedy and Passion-created effort features World Cup stars Cristiano Ronaldo, Neymar, Wayne Rooney in the part “The Incredibles”, part “The Avengers” five-minute film.
It shows the dream team of footballers replaced by a squad of indestructible clones, formed by an evil scientist determined to take the risk out of the game. Brazilian legend Ronaldo reunites the scattered squad, who have fallen on hard times – Rooney is a fisherman and Andres Iniesta is unemployed – for one final clash. The players go on to victory, highlighting Nike’s summer mantra of ‘taking risks beats the safety-first approach’ on the world football stage.
The theme could describe Nike’s formula for ambushing the upcoming tournament, which has seen it embark on what it has described as an “unprecedented” campaign to own the most memorable moments. A mix of content, PR and retail activity is being prepped over the coming weeks with Nike looking to press home its advantage of sponsoring the Brazil team as well its star player Neymar.
Nike hopes the barrage of content tops last year’s $2bn (£1.2bn) in football sales in 2014 as it looks to break Adidas’ dominance of the football market.
The company kicked off its World Cup campaign in December with a similar animated feature that rallied a plethora of Brazilian stars including Neymar and David Luiz.
Separately, Samsung – also not a an official sponsor of the World Cup – has also launched a football-themed animated video today (10 June). The “Samsung Galaxy 11: The Match” video is the culmination of months’ worth of activity, which has seen football legend Franz Beckenbauer assemble a football team to ward off the threat of an alien invasion.
Video: Samsung Galaxy 11: The Match