Brazil looks forward with Nike
The spot is called Tomorrow Starts Now, and is clearly aimed at lifting Brazilian national spirits after the football-mad country was roundly trounced by Germany in this year’s World Cup.
The 60-second ad builds up from intense shots of numerous dressing rooms where top Brazilian athletes from the worlds of swimming, fencing, volleyball, skateboarding, boxing and pentathlon are psyching themselves up in readiness for competition, all set against the background cheering of the crowds.
We then see the competitors heading out into their respective arenas, the soaring soundtrack playing and the rising roar from the stadia.
The message is clear to Brazil and all the country’s sports fans – much of the competitive spirit lies in dealing with defeat and moving on to the next challenge…
All the scenes were shot in Rio de Janeiro, with specific locations including: HSBC Arena (basketball and fencing); Centro de Treinamento Maria Lenk (swimming); Estadio Engenhao (running) and Tatu Skate Park in Madureira (skateboarding).
The spot is for Brazilian TV only, but is available online globally. It is part of the Dare to be Brazilian campaign created by Nike Brazil and Wieden + Kennedy Sao Paulo.
You can watch the ad here - let us know what you think via our Facebook page or by leaving your comments below.
Agency: Wieden + Kennedy Sao Paulo
Producer: Mayra Gama/Fernanda Gomes
Director: Nico Perez Veiga
Agency producer: Gabriel Dagostini
DoP: Carlos Ritter
Post house: FullFrame