文/后空翻
北京时间6月8日，巴西队为罗纳尔多举行告别赛，身披9号战袍的大罗在上半时替补出场。nike第一时间在官网，发布全新广告“Before and after”。在这60秒广告片中，一切都以肥罗为分界点，快速过人，灵活的技术，在他之后足球的概念、球门的攻守、足球的世界……一切都被改变。
“Before and after”这样的创意被运用得淋漓尽致且不多说。在这支广告背后看到的是，当adidas将运动时尚化，李宁走向90后的时候，nike坚定的跟体育的热爱站在一起——还有谁比nike更近体育？刘翔走下赛场的头版，李娜亲吻奖杯的头版。
人们已经说不清楚是因为体育明星而感觉到nike的精神，还是因为nike读懂了这些运动员。
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
