“Play Beautiful” Or There Will Be Trouble

Nike does not just want you to buy its soccer gear, it wants to reform the very game of futebol.
Ambition has never been a problem for the Beaverton crew.
But does the use of a dramatic skit–wherein journalists lose control of their live broadcast to a terrorist cell–seem rather insensitive and tasteless at the moment? I’m not saying it’s not the right scene. I’m asking.
The spot is incredibly well done and the point is beautifully made. It’s just that journalists are dying in war zones today. They are being captured and sometimes gruesomely beheaded.
The video was produced by Wieden & Kennedy and F/Nazca Saatchi & Saatchi, who handle work for Nike in Brazil.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Indiana Gividen says:

    The idea that those candy ass models are terrorists is laughable.
    The ad is hardly dramatic. The acting is unconvincing.
    I would have thought the “terrorists” were hooligan futebol fans fresh from a pub in Spain or Italy.