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How to make the perfect Nike World Cup ad

Carl Recine / Action Images

Nike has released their new “football” (read: World Cup) ad today, and this is a good time as any to discuss the now somewhat predictable, shareable (and quite frankly enjoyable) tropes shoe companies reference with each and every iteration of the form. 

Here are eleven elements which tend to show up in this kind of spot. This works better if you watch the video first, obviously.

1. Ad centers around everyday pick up/rec soccer match featuring players in late teens

“Hey look! I play rec soccer too! This could be taking place in my backyard...and they’re pretending they’re players like Cristiano Ronaldo. but WHAT!? There’s the actual Cristiano Ronaldo!! What’s he doing on that ratty pitch next to a council estate?”

2. Britpop soundtrack in the vein of Blur with floor tom rim drumming

Woo hoo!

3. Featured ‘football match’ involves star players doing countless stepovers

Kids love “tekkers,” and it’s easier to show off the colourful boots in close shots. Plus it’s nice to see what good footballers can do when they’re not under any pressure.

4. Generic kits for non-licensed clubs/nations

Hey! It’s Gonzalo Higuain in a non-descript blue kit!

5. Pointed references to benefits of footballer fame, wealth

Ronaldo has a hot girlfriend and gets to wear Nike boots before they go on wide sale. Makes sense...you need a reason to dream.

6. Multilingual TV football commentary

Must include Brazil-accented Portuguese, and English, of course.

7. Players delivering one-liners

“Zlatan thinks that Zlatan should take this.”

8. Floodlit 60,000 seat stadium with well-behaved supporters

Always the floodlights. Everything looks glossy and cool, and the grass looks lovely. Also, stadium looks like it could be floating in space somewhere.  

9. Non-soccer athlete cameos

Kobe Bryant sitting next to Andrea Pirlo!? Some UFC fighters I’ve never heard of about to fight over a penalty call? Worlds collide!

10. Crowed-in, non-sequitor pop culture reference(s)

Um, the Incredible Hulk shows up, for some reason. Corporate synergy helps us play!

11. Shots of fans around the globe huddled around a single screen watching a game outside

Games are better when viewed outdoors.  

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