Nie finally premiered their World Cup epic 'Write The Future' yesterday. It's undoubtedly a great spot and I'm really chuffed for my old mate Big Stu who wrote it.
All that said I think there are three things that have somehow gone pretty much under the radar so far:
1. The spot premiered on Facebook and this seems to be the hub for Nike's World Cup activity. That's a pretty major 'channel' decision. If you haven't already it might be worth liking their facebook page
2. It seems to be an ad that is going to be the trigger for a lot of participation - make your own edit competitions, football chants, etc. So Nike may be back to making stonking big budget ads but they now very much see them as the start of the conversation
3. My personal favorite bit in the ad is around the 1 minute 55 sec mark. I love the observation of how we love to copy people (including soccer stars celebrations) and how they spread through culture quickly thanks to the connectedness of the web