Nike lance sa campagne football, « Risk Everything »

Nike lance aujourd’hui le premier opus de sa campagne football pour 2014, #riskeverything, avec le film « Men In The Arena ».

Ce film avec Cristiano Ronaldo, Neymar et Wayne Rooney, met en avant la pression que subissent certains des meilleurs joueurs de la scène mondiale avant une grande rencontre internationale.
« Jouer pour son pays est un honneur dont chaque footballeur rêve, mais cet honneur ne va pas sans une pression et une responsabilité colossales, » explique Davide Grasso, Directeur Marketing chez Nike. « Le film vise à montrer comment certains des meilleurs joueurs internationaux prennent tous les risques pour atteindre leurs objectifs, malgré cette pression. » 

Le film débute avec Ronaldo, seul dans un aéroport et perdu dans ses pensées. Il est soudainement entouré de fans bruyants, criant pour attirer l’attention de leur héros. Le tumulte continue alors qu’il est en chemin pour le stade, traversant les rues de Lisbonne envahies de t-shirt et de panneaux d’affichage à son effigie. On entend les commentaires de la nuit précédente à la radio : « Ronaldo marque ! Qui d’autre que Ronaldo !? » Le fanatisme environnant atteint son paroxysme.

Pendant ce temps, Rooney s’habille dans sa chambre d’hôtel. Les commentateurs lui rappellent ce qu’il sait déjà : il manque encore à sa carrière fulgurante un but pour l’Angleterre au cours de la rencontre la plus légendaire. Les journalistes qui le poursuivent alors qu’il sort de son hôtel, décrivent avec fougue l’attention soutenue dont il fait l’objet dans son pays et à l’international.

Enfin, Neymar, qui porte depuis peu le célèbre maillot No.10 du Brésil, observe ses fervents supporters, de la fenêtre du bus de son équipe. En marchant dans les couloirs du stade pour rejoindre le terrain, il jette un œil aux prestigieux maillots No.10 qui ont marqué le passé de l’équipe. Neymar,  face à cette pression inévitable qui ferait perdre ses moyens à n’importe qui, esquisse un sourire.

MITA_Tunnel_Hi_28487

MITA_Ronaldo_Hi_28488

MITA_Neymar_Hi_28486

MITA_Rooney_Hi_28485

« Les attentes, les espoirs d’une nation ainsi que le pouvoir historique d’un maillot, sont monumentales, or cette responsabilité est moteur pour ces joueurs, » ajoute Grasso.

« Ces joueurs prennent des risques car ils savent que les moments d’exception naissent de tentatives de réaliser des actions hors du commun. Rappelez-vous du coup de tête de Zlatan l’année dernière, ou du but de Rooney le week-end dernier. Ces moments de génie n’ont pas lieu sans prises de risques intrépides »
« C’est principalement pour ces moments inattendus sensationnels que nous regardons le football, car ils nous inspirent et nous poussent à faire la même chose. Ces moments nous font prendre conscience que nous aussi nous pouvons réaliser l’impossible. Ce film traduit ce sentiment et rappelle aux joueurs du monde entier et de tout niveau que s’ils sont prêts à tout risquer (Risk Everything), ils pourront tout faire. »
Men In The Arena a été réalisé par Jonathan Glazer et imaginé par Wieden + Kennedy Portland.

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