Maybe a week ago I said Nike’s new viral “Write the Future” (above) was the best ad I had ever seen….this comment stirred a little controversy. Others started citing other timeless ads (including this one from Apple that I like alot – Think Different.) I agree, “Think Different” is a great ad. I also think “League of Clutch” by Element 79 is a great ad. But Nike’s latest is brilliant from multiple angles, and it just keeps looking smarter and smarter everyday. Click here to see it’s first-week viral results –Viral Charts
Thinking about the creative in “Write the Future”, it is just plain special…It’s bold, yet subtle. Flashy, yet highly emotional. Purely entertaining, yet also grounded in a true insight into human nature.
On the other hand, it’s a brilliant business move as well. Nike is not the official sponsor of the world cup, but it is managing to capture the world cup buzz. It’s doing what Nike does best and aligning itself with not only star athletes and great players, but GLOBAL ICONS …that’s the best part…because “Write the Future” is multi-ethnic (for lack of a better word) it is the first viral to truly have worldwide appeal. It’s big…real big.
The video was watched 7.8 million times in the first week – a new record. The next closest? A measly 1+ million from Toyota.
Nike hit a grand slam, i mean, scored a huge goal with this one! Congrats!