Nike looks to lift Brazil’s World Cup lull with Rio 2016 warm up ad

Nike is turning the upset over Brazil’s failure to reach the World Cup final into a rallying platform to build anticipation for the country’s next big global event, the 2016 Olympic Games.  

Video: NIke – “Tomorrow Starts Here Rio 2016” ad

The “Tomorrow Starts Here” ad urges the country to bounce back from the disappointing football tournament and succeed at the Rio Games in a host of sports its athletes are tipped to flourish. Fencing and boxing are among several sports featured in the spot alongside potential Olympians including volleyball sisters Clara and Carol Salgado and track athlete Ana Claudia Lemos.

The Wieden + Kennedy Sao Paolo-created spot closes Nike’s “Dare to be Brazilian” push, which it used trumpet flout its long-running ties to the country’s football heritage.

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