Nike
Why Watch? Wind sprints are tough. That’s why most of us will never play professional soccer. That, and a million other reasons, but it’s mostly the wind sprints.
Fortunately, Guy Ritchie has our back just in time for the World Cup. He’s teamed with Nike to create a short film that puts us into the body of a pro footballer in order to experience training hard, earning glory and whining like Meryl Streep explaining her hatred of dingoes when we barely get clipped inside the box.
And if you bristle at me calling this advertisement a “short film,” watch it and see why. It’s a gimmick, yes, but it’s a pristine gimmick. This isn’t merely about strapping on a GoPro and letting it do all the work. Ritchie choreographs some beautiful trickery that’s rounded out by sound design that rips through the rock-heavy soundtrack to create a multi-sensory POV experience. It’s a lot like being John Malkovich. If John Malkovich had a wicked penalty kick.
It also benefits from editing that lets impressive field sequences play out while maintaining an urgent sense of chaos. Watching this should count as gym time for the day.
On that note, I hope you enjoy puking. Or at least watching it from someone else’s POV.
What Will It Cost? About 3 minutes.