Nike likens French footballer Matuidi's career to exploding star in YouTube ad

Nike has launched a 90-second video ad on YouTube that depicts the rise of French football star Blaise Matuidi, with footballing action from his boyhood to today intercut with cosmic imagery of a supernova and rocketing asteroids.

Blaise Matuidi: the star of Nike's 90-second epic video
Blaise Matuidi: the star of Nike's 90-second epic video

The Wieden + Kennedy Amsterdam-produced Spark Brilliance kicks off by linking Matuidi’s sporting roots to Nigeran player Jay-Jay Okocha, which is followed by shots of him dribbling, doing press-ups, sprinting across a concrete pitch in Paris’s projects, and playing at international games, with each period from his career segueing seamlessly into the next.

The ad extends beyond the football pitch to show how Matuidi has influenced style and culture, including the hip-hop of Niska.

The ad features the new France football kit, which was unveiled last month. It is part of Nike’s 2016 global football platform and will be supported with 60-, 20- and 15-second versions, a well as digital and influencer activity.

Brand: Nike

Agency: Wieden + Kennedy Amsterdam

Creatives: Craig Williams, David Smith, Sébastien Partika, Edouard Olhagaray

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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