文/后空翻

北京時間6月8日，巴西隊為羅納爾多舉行告別賽，身披9號戰(zhàn)袍的大羅在上半時替補出場。nike第一時間在官網(wǎng)，發(fā)布全新廣告“Before and after”。在這60秒廣告片中，一切都以肥羅為分界點，快速過人，靈活的技術(shù)，在他之后足球的概念、球門的攻守、足球的世界……一切都被改變。

“Before and after”這樣的創(chuàng)意被運用得淋漓盡致且不多說。在這支廣告背后看到的是，當(dāng)adidas將運動時尚化，李寧走向90后的時候，nike堅定的跟體育的熱愛站在一起——還有誰比nike更近體育？劉翔走下賽場的頭版，李娜親吻獎杯的頭版。

人們已經(jīng)說不清楚是因為體育明星而感覺到nike的精神，還是因為nike讀懂了這些運動員。

Nike is to pay tribute to the soccer player Ronaldo on his farewell a friendly between Brazil’s national squad and Romania. Created by F/Nazca Saatchi & Saatchi, the clip Before and After depicts how the player split the world of football into two eras: before Ronaldo and after Ronaldo. In the 60”clip, we see the differentials of the Phenomenon, including his rapid-style play and technique, which influenced thousands of new players and fans alike, and gave Brazilian football unprecedented visibility. The airing accompanies the hashtag #prasemprefenomeno (phonemenaforever), created early this year when Ronaldo announced his retirement. The hashtag was a hit at the time, reaching first place in the Trend Topics Brasil within just hours, and topping the world Trend Topics minutes later, following the player’s official announcement.
Advertising Agency: F/Nazca Saatchi & Saatchi, Argentina
Creative Directors: Fabio Fernandes, Eduardo Lima, Theo Rocha
Creatives: Eduardo Lima, João Linneu, Theo Rocha
Head of Art: João Linneu
Agency producers: Adriano Costa, Marcio Leitão
Account: Marcello Penna, Saulo Sanchez, Camila Hamaoui
Media: Lica Bueno, Sandro Cachiello, Bruno Storace
Planners: José Porto, Utymo Oliveira
Producer company: Ioiô Filmes
Director: Jones e Tino
Cinematographer: Andre Faccioli
Post Production: Tribbo
Post Animation: Fernando Lanças
Illustrator: André Maciel
Editors: Ricardo Jones, Marcio Leitão
Visual Effects Editor: Marcio Leitão
Account producer company: Lu Novelli
Sound: Satélite
Composer: Music by Barbatuques "Baianá"
Edit: Satélite team
Advertiser's Supervisor: Tiago Pinto, Guilherme Glezer