adverblog: interactive marketing and other great advertising ideas
Interactive marketing and other great advertising ideas since 2003
home   about   advertise   archives   contributors   submit a campaign

April 29, 2008
Nike: Take It To The Next Level

Nike just released the full version (2 minutes) of a spot for the upcoming UEFA 2008 European Championship football. The 'Take It To The Next Level' commercial is directed by Guy Ritchy and shows a first person journey through several teams and players, including Ruud van Nistelrooy, Wesley Sneijder, Cesc Fabregas, William Gallas, Wayne Rooney, Cristiano Ronaldo, Marco Materazzi, Zlatan Ibrahimovic, Nani and Arsene Wenger.

Comments on this entry


Posted by: UB at April 29, 2008 10:51 PM


Brilliant indeed.
This is what advertising is supposed to make you do: sit up, be impressed and remember the brand name.
For me, this is an outstanding memorable ad.
What football fan hasn't always dreamt of being part of the action?!

Posted by: Simon at April 30, 2008 04:42 PM


Pros: nice quick cuts for the tweener set and fun to see athletes "acting"

Cons: Bad hair band style song and confusing storyline

What happened to Nike ads that actually had some insight or a message or seemed like intelligent people put them together? This ad has not one thing that steps above the thought level of a 13 year old.

Posted by: Booter at May 2, 2008 10:08 PM


what's confusing about this ad?

it shows a dude playing football, being watched by an important football guy that takes him to a team in the premier league, it shows how he's beaten twice by great players and how he gets better by training and gets up to the national team, scoring in the same way he does when he was being watched...

Posted by: Arturo at May 4, 2008 12:46 AM


@Booter your point regarding the "Con" of the ad is actually what makes it perfectly insightful... every one of us is a 13 year old at heart, day dreaming of playing with the best at the highest level. this spot does a great job of taking the viewer there and putting them in the "boots". it's TV that engages. very rare these days.
and nike can afford to do that b/c the rest of their marketing is done so well (minus the awful Kobe "viral" video) that their TV doesnt always have to be about product features and benefits.

Posted by: mookie at May 5, 2008 02:52 PM


I agree with Mookie that Nike's marketing is mostly spot on. What I don't get about this ad is the complete lack of the subtlety Nike is usually known for. Why so many logos? There's about 400 of them. Why such annoying hair band music? And can't we dream about being one of the best players in the world without pulling down dudes shorts and treating women like ass? It's like Nike let Guy Ritchie toss away 20 years of class and make "Rock Jock and One Puking Player".

Posted by: Wade at May 7, 2008 12:02 AM


@ Arturo
I could be wrong, but I believe that in the final game he is still playing for Arsenal and those are their alternate jerseys rather than being the national team.

Posted by: yoyo at May 7, 2008 04:59 AM


@ Yoyo, No the national team he is playing for at the end is Holland, in a game playing Portugal.

excellent ad and i think the music is spot on

Posted by: coley at May 7, 2008 07:47 PM


I like the music too...heavy American band perfect for Euros football. But after this confusing ending what happens next? More story or is this it?

Posted by: Ben at May 8, 2008 10:14 PM


What is this music??
Anyone knows?

Posted by: cs at May 10, 2008 11:06 AM


Every ad has a target audience... this one obviously football fanatics. So this hits the spot sweetly.
To understand this ad is to love football first.


The name of the song is Don't Speak by Eagles Of Death Metal

Posted by: Shin at May 12, 2008 09:42 PM


After reading all your comments, in my opinion, I agree with UB

Come 2010 we are gonna have a party

And the song does Rock

Posted by: Nardo at May 13, 2008 09:36 PM


The song makes me want to shake my moneymaker. And the ad makes me wish oh wish oh wish I were a professional athlete in any sport. Who doesn't want to be a pro athlete? The girls and the money are awesome.

Posted by: Boston Joe at May 19, 2008 11:23 AM


Are you kidding??? This ad is some of the best stuff I've seen EVER! And yet you complain about the ad showing some dude`s shorts being pulled down or women treated like ass?!?! Obviously you have never been part of a soccer team because these things are as normal as they get. And so what if there is a little stereotype in the commercial? I think that both the people at Nike and Guy Ritchie have a sense that they are joking around, and trust the viewers` intellingence to realize that. Quit being so sensitive the ad rules!

Posted by: Marco Bornia at May 22, 2008 04:20 AM


I agree with Marco. Nike should start doing ads all about locker room antics and pro athlete shenanigans... all to the backdrop of heavy metal music. It will be great for Adidas business.

Posted by: Alex Belvoir at May 23, 2008 04:21 PM


Superb. I'm not a fan of football or Nike but this ad is just inspiring. It makes me want to write better ads!!!

Posted by: Alan Daly at May 23, 2008 08:47 PM


Could this ad possibly be following some of Robin Van Persie's story? I ask this due to the player in the ad playing for Arsenal then being called up to the international stage for the Netherlands.

Posted by: Dom at June 9, 2008 08:54 PM


The song is "Don't Speak (I came to make a bang)" by Eagles of Death Metal

Posted by: BT at June 10, 2008 07:25 PM


at arturo, you're wrong man, no alternate jerseys, its netherlands vs. portugal.

Posted by: chris at June 12, 2008 01:21 AM


does anyone know this girl, who is driving with him in the limo?

Posted by: tommy at June 12, 2008 02:31 PM


I love football and hate Nike, but this ad makes me want to love both equally! One of the best ads I have ever seen. Every time I watch it, I want to go outside and play another football match with my friends. Absolutely brilliant! And the music is spot on. Anyone who doesn't love this ad doesn't love football. It's as simple as that.

Posted by: Joshua at June 21, 2008 05:06 AM


At fisrt I thought it was Van Persie also but VP is left footed and the player in the commercial it right footed. But the commercial is probably one of the best commercials I have ever seen!!

Posted by: chris at June 26, 2008 11:47 PM


Love this commercial. In the part where he gets blind sided by that guy and falls to the ground it always reminds me of playing soccer. Soccer>American football.

Posted by: Alex at August 7, 2008 07:51 PM


Archives by category

Archives by month
Subscribe to the feed

Subscribe with Bloglines

Add to netvibes

Add to Google Reader or Homepage

Subscribe in NewsGator Online

Inside Adverblog