In the past years we haven’t seen many Nike commercials that talk about product features. Usually Nike advertising is about attitude, stamina or fun. But once you’ve read what Nike has to say about its new, state of the art ‘Mercurial Vapor Superfly II’, you understand that an instrumental ad was inevitable.
Get a load of this: “The new boot has Nike SENSE adaptive traction technology studs”. Pardon? “Adaptive studs that can extend and retract by up to 3mm, based on ground conditions and pressure exerted by the player”. So what’s in it for me? “Two of these studs on the forefoot of each boot combine with directionally positioned blades to allow for quick changes of direction, while secondary toe traction provides added power for those first critical steps. The result is a boot that enables greater speed in all directions – in all conditions.” Ahaaaa. These instrumental benefits were translated by Wieden+Kennedy Amsterdam into a Transformers inspired, animated pitch that imitates the extreme conditions a player has to deal with, combined with the real life actions of Zlatan Ibrahimovic. This resulted in an impressive piece of ad. If it wasn’t for those awful colours and rediculously oversized swoosh, we definitely would have bought them!
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