As all the sportswear manufacturers unveil their big ad campaigns in the run-up to the World Cup, the one which has been the biggest hit is Nike’s epic Write the Future.
And don’t get me wrong, it’s certainly impressive, if only for the sheer amount of money thrown at the screen. And while it’s conceptually and narratively a bit chaotic, it has some amusing moments and striking images. But it’s all about fame and glory and money and glamour and even more fame. It is the self-importance of football writ large. I miss the days when ads used to make football look, you know, entertaining. Even fun.
So I prefer this one, for Puma: