Nike 'joy' by Wieden & Kennedy
The Eric Cantona-fronted "Joga Bonito" campaign to beautify the beautiful game has been extended with five new Nike spots, one of which features archive footage of Ronaldinho playing as a schoolboy. "Joy", created by Wieden & Kennedy Amsterdam, follows a game of football which switches between Ronaldinho playing as a skilful youngster and the even more talented player he is now. The five spots -- "joy", "honour", "heart", "skill" and "team" -- were designed to highlight the core values of football and continue Cantona's battle against cynical play and theatrical histrionics as the sport gears up to the 2006 World Cup Finals. The ads each star a number of international players, including Thierry Henry, Christiano Ronaldo, Zlatan Ibrahimovic and Wayne Rooney, whose game and playing style embodies one of the values.