Nike advert introduces us to the world’s deadliest footballers
The Wieden+Kennedy London agency was in charge of the advertising campaign
Nike’s advert celebrates offensive talent with a campaign full of horror and satire.
Every summer, Nike surprises us by launching its advertising campaign to set the brand’s communication tone for the season. Last year, they amazed us with “Awaken Your Madness”, a campaign that linked madness with footballing brilliance.
This time, the American multinational blends horror, satire, and brilliance with “Scary Good”, a series of adverts that pay tribute to the creativity, intuition, and skill of the most lethal footballers on the planet. And to celebrate it, Nike has launched a campaign that sets the wild tone for what’s to come.
Nike – Scary Good
“Scary Good” is the title of the Nike advert created by its lead agency, Wieden+Kennedy. The campaign consists of different pieces with distinct styles. Each one is directed by a different creative team. Talents like Ian Pons Jewell, Rick Darge, Luna Carmoon, Alex Takács, Leonn Ward, Alice Kunisue, Mau Morgó, Thomas Ormonde, Lee Hardastle, and Panic Studio have shaped the Nike campaign.
For the launch of this global campaign, Nike has released a 60-second advert that acts as a preview of all the pieces to come. The spot blends horror elements, dark humor, and fantasy cinema, all at a spectacular and fast-paced rhythm.
Two stand-out pieces from the campaign are: “Free Psychic Readings with Alexia” starring Alexia Putellas as a psychic capable of anticipating every move on the pitch with supernatural powers. And “Kyller Instinct”, a horror movie parody featuring a goalkeeper traumatised by goals from French star Kylian Mbappé, who appears as an unstoppable and terrifying figure for any defence.
The campaign also features other spots with world-class footballers such as Ronaldinho, Erling Haaland, Vini Jr., Giulia Gwinn, Kerolin, Sam Kerr, Cole Palmer, and Salma Paralluelo, all transformed into characters from a series that could easily air on the most extravagant late-night TV shows.
The Nike advert is accompanied by the launch of the new Phantom 6 football boots. And, as Kylian Mbappé says: “This campaign reminds people that football is a lot about joy and the boldness of being different.”
Scary Good – Kylian Mbappé
Watch | YouTube
