Wieden + Kennedy and Nike’s most recent campaign is scary. It’s nothing like a sporting campaign. Nothing like a Nike campaign. It’s a madcap homage to players, a manifesto that celebrates the style of play of the world’s most ferocious and creative athletes bringing the fun back to football. It’s a challenge to the next generation of players to be Scary Good.
Scary Good is made up of nine commercials, including a 60-second montage, depicting stories from the field that spoof genres of late-night TV, such as horror movies, bizarre infomercials, psychic readings, and adult cartoons. The montage that launches the campaign warns viewers of the upcoming reset in the game.
Following it are Free Psychic Readings with Alexia, starring Spanish attacker, Alexia Putellas, as a late-night hotline psychic. Alexia uses her crystal ball and game-reading ability to predict the downfall of her callers on the pitch, foreseeing a future where she can anticipate her adversary’s moves, always…
…and Kyller Instinct, a short horror film about a traumatised goalkeeper and a hospital ward full of defenders who have recently faced French attacker, Kylian Mbappé.
“This campaign is about reminding the world that the game is still about joy and daring to be different,” Mbappé said in the campaign statement.
The work is an invitation to all – players and fans – who strive to give their opponents nightmares about yet another devastating defeat. “This new era of Nike Football showcases the brand’s relentless drive to push the game forward through creative expression and performance innovation, both backed by deep connections beyond the pitch,” Nike stated.
Credits:
Client: Nike
Creative Director: Ben McLaughlin
Operations Director: Miko Cowan
Executive Producer: Amy Berriochoa
Producer: Nick Roldan
Writer: Sabrina Hunt
Business Affairs Manager: Maddy Bishop
Creative Agency: Wieden+Kennedy London
Creative Directors: Albert Pukies & Becca Pottinger
Creatives: Will Wells & Adam Crockett
Chief Creative Officers: Ana Balarin & Hermeti Balarin
Heads of Production: Richard Adkins & Amy Leach
Producers: Aurelie Livera & Elin Tiberg
Post Producer: Lucy Edwards
Design Director: Phil Rosieur Editor: Sof Vujanic
Strategy Team: Huw Devine, Sidney Henne, Hannah Vatandoust & Dan Hill
Head of Communications: Anjali Patel
Account Team: Alice Shaw, Olli Rosicourt & Conny Yan
President: Ryan Fisher
Business Affairs Team: Helena Tomas & Alex Coomer
Production Company: Prodco
Director: Ian Pons Jewell
Directors: Rick Darge, Luna Carmoon, Alex Takács, Leonn Ward, Alice Kunisue, Mau Morgó, Thomas Ormonde, Lee Hardastle
Executive Producers: Ian Pons Jewell, Zico Judge, Jon Adams, Cathy Green, Sam Levene
Production: Sports On Screen
Print Production: Hen House London
Photographer: Petros
Animation Production: Panic Studio
Production Service: Blur & LS Productions
Editing: Trim Editing, Cabin & The Quarry
Post Production & VFX: Bacon X, StudioP, Time Based Arts, Daydreamer, Qlbeans & VFX Pick
Music & Sound: Wieden + Kennedy Music, Half Sour, The Harbor Picture Company (UK)
