‘Take it to the next level‘ – the Nike ad that was created by Guy Ritchie, below are some behind the scenes shots from the commercial. How do you take a football ad to the Next Level? You let director Guy Ritchie put his own 3 min version together. Enjoy. See more at Nikefootball.com
From Nike Soccer/Football:
Hilversum, Netherlands (26, April 2008) – ‘Take It To The Next Level’ is the bold message laid down in the new Nike football TV commercial which charts the progression of a young football player from his beginnings in youth football through to competing at the highest level for his country.
Directed by Guy Ritchie, this football journey unfolds from a first-hand perspective where the viewer sees everything through the eyes of the player. This unique approach places the viewer at the heart of all the soccer action in a way most people can only dream about.
To get to the next level in football, a player needs a fine-tuned combination of skill, physical fitness, mental toughness, emotional control, the best products and a bit of luck. The journey to reach the top is the ultimate roller-coaster ride – it is not quick, pretty or easy and there are plenty of surprises along the way. The viewer sees what it takes to get discovered and what it takes to reach the next level. They live the ups and downs. Taste the glory and the sacrifice, the fun and craziness a modern footballer goes through on his journey through the ranks of the game.
The viewer quickly discovers the need to adapt to new situations technically, physically and mentally. They rise to the challenges they are set, work as part of a team, and show an unfaltering commitment to training. They celebrate the success of victory, go through the pain of physical tackles, feel the pressure to deliver at critical match-deciding moments and are humbled by other star players.
The story starts when the viewer is spotted by Arsene Wenger scoring the winning free-kick for his local team. The whirlwind then begins and watching Arsenal’s games on television is over. It’s now about playing for the team, using the player’s entrance. Being kissed by Cesc Fabregas in one game and screamed at by him in the next.
Taste the energy and emotion from passionate screaming fans that pack football stadiums as Manchester United clash with Arsenal. Savour European action as Arsenal face other giants of European football like Inter Milan and FC Barcelona.
Witness first-hand the power of Wayne Rooney’s kick, the accuracy of Zlatan Ibrahimovich’s shot, Cristiano Ronaldo’s dazzling skills and incredible pace and Marco Materazzi’s man-marking. Shake Ronaldinho’s hand and watch him smile knowingly during line-up at Camp Nou. Be dazzled by his spectacular skills as he moves swiftly, effortlessly out of reach.
The journey culminates in a dramatic Final between Holland and Portugal where the viewer meets his Manchester United adversary, Cristiano Ronaldo once again. Only this time flanked by team-mates like Ruud Van Nistlerooy and Wesley Schneijder delivering a challenge to ‘Take It To The Next Level’ – even on this stage.
Cristiano Ronaldo, who is featured in the short commented: “What keeps players at the top is a player’s continued will to be a better player – to always want to take their game to the next level. We all started at the beginning and we got to the next level by different ways of working and support – be it physically, technically, mentally or emotionally.”
Brent Scrimshaw, Nike EMEA Vice President Brand Management comments: “Whatever level they play, consumers told us they simply want to play better football. Nike football is about skill and substance, fight and flair, not just fancy footwork and tricks. We’re interested in talent with purpose, how skills are used to finish a practice, a goal, a season.
In this commercial, we see the whole journey of what it takes to keep improving, up close and personal – to take your game to a level where you country calls on you.
The story lives authenticity – the skill, creativity and tenacity we are talking about is real. We haven’t cast the players to ‘act’ the part. We worked with the best players in the world to help bring this story to life. It is their authenticity, drive and desire that will inspire and engage footballers around the world to ‘Take It To The Next Level.’”
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