Is talent all it takes?
How can Nike claim the undeniable importance of training, discipline and perseverance in football? How can Nike spread a convincing message of motivation and support to the many thousands of young footballers worldwide dreaming of making it big at Camp Nou or San Siro one day?
We shot a film featuring Manchester City’s Vincent Kompany and AZ Alkmaar’s Moussa Dembélé portraying the tremendous efforts they both put into their personal training long after other players have returned home. Throughout the film, a slightly ironic voice over explains: “If you’ve got talent, you can just sit back and relax. Play video games all day. Take your sports car for a spin. Go shopping. Show off your new designer bag. You don't have to sweat. ‘Cause you've got talent, haven't you?”
Ending with a firm message of motivation by Nike: "Get serious. Get to work. Join Nike Football Elite Training. www.nikefootball.com"
In just a few days, the video generated tens of thousands of views on YouTube and Facebook, heating up the discussion about talent and discipline among young footballers and football fans in general. In addition, the video featured on major sports blogs and news websites worldwide. People even commented that Nike had tapped into a voice that expressed the very true nature of football itself.