Dider's Write The Future Campaign

On May 20, 2010 the Nike Corporation revealed their “Write the Future” campaign that launched into a worldwide phenomenon further marking Nike’s success. This campaign is geared towards amateur soccer players all around the world who can have the opportunity to play as rigorously as their heroes through nikefootball.com. A feature on this website allows the amateur players to upload their own photos and videos to demonstrate their potential as a candidate for the Nike Academy Football Camp. The Nike Academy Football Camp partners with the Barclays Premier League in England allowing the participants to get the recognition of scouts from some of the world’s largest soccer teams. However in order to get this campaign started Nike took on the task

However in an instant Fabio Cannavaro changes the outcome of Dider’s future when he blocks the shot with a back flip kick causing the celebratory yells to turn into groans of defeat and shame. This back flip also gives a glimpse of Cannavaro’s future, which depicts him as an instant national hero with his own television show and personal song for the public to view. In the article “When Celebrities Talk, Children Listen: An Experimental Analysis of Children’s Responses to TV Ads with Celebrity Endorsment” from the Journal of Applied Developmental Psychology at the University of Kansas, authors Rhonda Ross, Toni Campbell, John Wright, Aletha Huston, Mabel rice, and Peter Turk state, “Commercials with celebrity endorsement may cause children to attribute qualities to the products that they do not possess” (186). The journal goes on to say that endorsers might identify more with children because they entertain the fantasies about the adventurous lives the sport figure lives. Many children are most likely not going to be able to separate the reality from the fantasy this commercial brings. So to some of the younger audience watching exaggerated traits are given to the Nike products. All of this information leads up to the concept that with Nike’s athletic apparel one will have the extra capacity to carry out the

He has the chance to make a foul shot that could change his life and his future. Ronaldo’s imagination shows him being a guest on one of American pop culture’s biggest shows, The Simpsons. Ronaldo shows up at the main character, Homer’s house and Homer actually knows Ronaldo’s name even though he is a soccer player from a different country. It then shows a movie being made of his life with tons of paparazzi and people screaming out to him. Nike then takes it a step further and has a stadium named after him, and a statue of him in his uniform being placed in the middle of his city. Every move before his foul shot is slow and detailed building up the suspense for his final shot and his future outcome. He then gets ready to make this future become a reality by leaning in to kick the ball. Only this time, the audience does not see the final result; instead, the words “Write the Future,” accompanied by a Nike logo, are displayed on the screen. The fact that the ending of that shot is not known leaves the viewer in disbelief and leads to more of a fearful attitude. If the final outcome were known it would not let the viewer explore or give him/her the chance for fear to make an impact on their opinions about the Nike products and ideas displayed throughout the commercial. If the outcome were shown and the shot was good it would leave the viewer in a positive state of mind;