TBWA Simons Palmer is making elevated claims for one of Nike’s star
footballers, Robbie Fowler, in a new campaign for the Nike Air GX
In one execution, Fowler, the Liverpool and England centre-forward,
nicknamed ’God’ by his fans, appears as an illustration flanking two
sides of a home-made shrine that carries the motto: ’God moves in
Here’s how.’ The ad aims to dramatise the benefits of the boot’s new
The press ads are painted to resemble the wall of a religious monument,
and are topped by clouds, stars and a banner bearing the Liverpool
Football Club motto: ’You’ll never walk alone.’ Around the lower edge,
throngs of Liverpool fans look up towards their hero.
The words ’Nike Air GX’ also feature in the illustration, with a series
of biblical-style maxims such as ’let them be ultra-light’, ’and the
boot was light’ and ’the soul is blessed with metal’.
The second ad continues the biblical theme with the line: ’God’s before
you, God’s beside you, then before you know it, God’s behind you.’ This
line reflects Fowler’s famous speed and agility.
The concept was devised by Mick Mahoney and Andy Amadeo, who have since
moved to Lowe Howard-Spink. The executions were carried out by two of
the four joint creative directors at TBWA Simons Palmer, Tony Malcolm
and Guy Moore, with photography by David Hiscock.
Media is handled by Manning Gottlieb Media.