Nike | Write the Future, Tiger Woods & Rise
Nike created Write the Future, a blistering three minutes of the on-pitch exploits of Italy captain Fabio Cannavaro, England’s Wayne Rooney, Franck Ribery of France, twinkle-toed Brazilian Ronaldinho and Portuguese pin-up Cristiano Ronaldo. The ad clocked up 6.3 million views in just six days, smashing Nike’s previous records.
Nike enlisted Tiger Woods‘ deceased father to deliver a pseudo-spanking just in time for golf’s Masters tournament and Woods’ return to the golf course. Earl Woods, Tiger’s father, who died in 2006, narrates the spot, asking probing questions such as: ‘I want to find out what your thinking was, I want to find out what your feelings are, and did you learn anything?’
Rise showed James asking ‘what should I do?’ and exploring his options. Defensively, he insists ‘I am not a role model’ and asks ‘Should I be who you want me to be?’ The original film attracted 4 million YouTube views and a host of response videos, mainly from bitter Cleveland residents.
Check out this mash-up from film student Tom Hinueber which includes words of wisdom from a previous Nike ad featuring Michael Jordan, demonstrating the brand’s deft capture of athletic sentiment over the years.