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Posts Tagged ‘Vicki Mayer’

W+K Taps World’s Soccer Talent in ‘Winner Stays’ for Nike


W+K Portland went all out in getting celebrity talent for “Winner Stays” the latest iteration of their “Risk Everything”campaign for Nike.

The 4:12 film plays off the idea of pretending to be your favorite star players while playing a pickup game with friends. “Winner stays” says one side of one such pickup game, and soon players are claiming to be famous soccer stars and taking on their unique skill sets. It’s a fun idea, although it’s stretched a bit thin at over four minutes long. W+K is betting that with World Cup fever spreading people will stay around for the star power, which includes the return of Cristiano Ronaldo, Neymar Jr. and Wayne Rooney, a host of other soccer stars from around the world, and a few unexpected cameos. During the action, the spot offers the first glimpses of Nike’s new Magista and Mercurial Superfly.

“We connect to players’ passion for the game, whether it is the world’s best in Brasil or players in the park or street, explains Davide Grasso, chief marketing officer for Nike. “‘Winner Stays’ taps into an experience that every young player around the world will recognize – competition with friends and the idea of playing with your heroes or pretending to be them.”

While it may be fun and expertly crafted, it’s pretty hard to get over the run time for the full-length “Winner Stays.” Four minutes is just a really long time to expect people to sit through an advertisement and the new product reveals are relatively deep into the spot. Thankfully, there are abridged versions, with run times of 3 minutes (still pretty long), 90 seconds, 60 seconds, and 30 seconds. Stick around for full credits after the jump. Read more

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Tuesday Odds and Ends

-According to reports, GM has pulled its $10 million campaign from Facebook ahead of the IPO, deeming its on the social network “had little impact on consumers.” Ewwww-a-niiiick!! link

-Wes Anderson explains to Slate why he digs directing commercials. link

-Hollywood-based prodco Luma Pictures has brought in former agency producer Vicki Mayer to run its commercial VFX department.

-Roger Federer and Credit Suisse unveil a making-of trailer for their new global campaign launching next week. link

-Being a Wayne Gretzky superfan won’t work in this marriage according to a new Mobile Mini campaign from Venables Bell & Partners.

-WPP/GroupM company Xaxis opened up new regional headquarters in Singapore.

-Speaking of the GroupM umbrella, media agency MEC celebrates its 10th anniversary today. link