Geek Genes and Victorious Spirit Meld in Nike/Evra Spot
For Nike, Manchester U soccer player Patrice Evra unzips his AW 77 hoodie and bares a vintage-style tee that reads EVRA THE GAME.
This marks the opening for a pixellated retro-gamer race to the finish, with Evra as Player 1 and each match a daunting new level. You've got the occasional zombies and giant men, but ultimately Evra defeats all and surpasses even the France level, at which point you're met with the campaign heading: THE GAME IS NEVER OVER.
Pan back to real life. Evra zips up the hoodie, grimaces and covers face. We dig it: it talks to kids, soccer fanatics and an older, playful generation that still likes its old-school gaming experience. And that power-on force is in keeping with Nike's tireless spirit.