Best Nike commercial of all time?

“Nike says it is amongst their best Nike commercials of all time. In dealer conferences in the US, they are showing this ad at the beginning and at the end. It may later be shown in the UK and elsewhere also,” says Dias.

While there have been quite a few links to Nike’s first ever cricket commercial, finally, Rediff does a more in-depth story about how it call came together.

Agnello Dias, a Senior Vice President and Executive Creative Director at J Walter Thompson was responsible for making the commercial a reality. He says:

“For all of us who have played cricket on the streets, we know we have to play a quick game — to bowl or strike the ball — before the next car comes by,” says Dias. “The game in the ad is being played in a traffic jam and captures the chaos and disorder of an everyday cricket field in India, where there could be 21 matches being played at the same time!”

I think the ad does a great job of communicating the chaos. It also does a great job conveying the passion that people in India have for cricket. A game can start at any time. Anyone is up for it if they have 5 minutes. One of my closest friend’s brother was a bowler who trained at MRF Pace Foundation, trying to make the Tamil Nadu state team. I remember when he’d come back from practice and all the little kids in the colony would beg him to play street cricket in the cul-de-sac. He’d steal a quick glance to make sure his parents weren’t monitoring him and he’d run out to play with them.

The music is fun. I wish I could get a “song” length version. Maybe Nike could loop it a couple of times and put it out as an MP3?

Featuring a Konkani song in the ad was Dias’ idea. He shared the idea with ad filmmaker Abhinay Deo and made him hear Konkani music on his car stereo while eating vada pao in Kalbadevi, south Mumbai. Dias wrote the lyrics and the song is loosely based on an old Goan song.

Other little tidbits about the commercial

  • Where it was shot: On a set in Karjat, near Bombay
  • Time taken to compose the track: The initial composition took around two days. The final track was finished in 2 hours.
  • Time to shoot: One month (!!) Wow, that’s longer than some movies!
  • India’s bowlers Sreesanth and Zaheer Khan play cameos in the ad and are not the star attractions

The World Cup Opening Ceremonies are on as I type this. Can’t wait for it to get going. I love cricket!!!

And if you haven’t watched the ad, here it is. Do you think it is the best Nike commercial ever?

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  • http://chandanchopra.blogspot.com Chandan

    Yes, absolutely an awesome ad… it captures the spirit of cricket that lives in our blood. I love cricket. I was a die-hard fan up until Indian team started playing more on the ramp and in front of the cameras than on the field… but the excitement of world cup is starting to change that… I am die-hard fan again – of India team – of cricket! Anyhow, hats off to all the creative minds at J Walter Thompson. I posted this ad on my blog too last weekend…
    http://chandanchopra.blogspot.com/2007/03/nike-just-did-it-awesome-video-ad.html

    Thanks for providing detailed info on the ad Shripriya.

    Regards,
    Chandan

  • http://www.rishiraj.info Rishi

    It is absolutely Nike’s best commercial and also a very creative advertisement. It must be a very hard ad. Three cheers for the adv. director!

    I also wrote about it at http://rishimac.com/2007/03/11/creative-ad-from-nike/ !

  • http://4thumpire.blogspot.com/ Fourth Umpire

    I don’t know. I’ve seen the ad a few times now, and compared to some of Nike’s football (soccer) ads, this seems pretty standard fare to me. Definitely a leap forward for a cricket ad though.

    As for the world cup, the opening ceremony was pathetic (are they ever much good though?), so I hope that’s not a sign of things to come.

  • http://www.bankerinindia.typepad.com Mark Straub

    Shripriyas,
    Thanks for checking out my site – yes I too am excited for the world cup – but I have to confess, its mostly because now the bars in Delhi are staying open late.

  • Shripriya

    @ Chandan – yes, I had seen that on your site!

    @ Rishi – definitely complex to shoot. I like the fact that they used two hand-held cameras but there were times (on repeat viewing) where it felt almost too shaky.

    @ Fourth Ump – I think the complexity adds to the glamor of the ad – so much going on! That said the complexity of the soccer ad (where the teams are in the locked cage) was also high, albeit there there weren’t as many variables to juggle. In that ad, complexity was more in the types of shots the athletes executed and associated difficult camera work.

    Yes, agree the opening ceremony was pathetic. R laughed at me for watching it making a point that it wasn’t the Olympics! I mainly used it as background music and then watched the teams walk in.

    @ Mark – Well, while you’re drinking, check out the cricket too – you never know, you might enjoy it :)

  • http://eteraz.org ali eteraz

    that was really cool.

  • preethi

    first i love sreesanth and this commercial is cool and rocking and i wish i get the lyrics of this song

  • preethi

    first of all i love sreesanth and this commercial is cool and rocking and i wish i get the lyrics of this song. zaheer is all so cool in that. and i love the song

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  • mark

    hi

    i know it’s bit late. but the ad’s fantastic. about the song

    it’s adapted from a famous goan song from the 70’s called ‘bebdo'(drunkard) written by chris perry and sung by Lorna.

    the words were altered by agnelo dias to suit the context.

  • Shripriya

    @ ali/preethi – glad you enjoyed it!

    @ mark – Ah, that’s great to know. Do you know where one can get the original song? Is it on a CD that one can buy?

  • mark

    hi

    bebdo the original song by lorna and other of her famous songs can be downloaded from the link below

    http://as01.cooltoad.com/music/song.php?id=183350

  • jose

    The best all time Nike ad I’ve ever seen has to be this crazy Power Rangers one from Japan.
    http://japansugoi.com/wordpress/amazing-nike-short-film/

  • utkarsh

    THE BEST THING ABT THIS COMM. IS THERZZ SO MUCH PASSION FOR CRICKET ,IF THE INDIAN PLAYERS PLAY WITH THE SAME PASSION AS IN THE ADVT.. THE WORLD CUP WILL ALWAYSS B OURS….

  • http://www.newask.org Jakob

    This is exactly what I expected to find out after reading the title Nike commercial of all time? at Almost As Good As Chocolate. Thanks for informative article

  • Albert

    I thought im never going to like cricket again…

    This has to be the most pumped up cricket ad EVER… what a thrill to watch!

    Nike will be proud of the indians!!!

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  • Willie

    Hardly the best Nike ad ever. Good, sure, but there are dozens over the years (Revolution, Bo Knows, Frozen Moment, Chicks Dig the Long Ball, I am Not a Roll Model, I am Tiger Woods, Tiger Hacky Sack, etc. etc.) which are far better.

  • The Great Jaat

    Oh my goodness,I am a great fan of this nike commarcial

  • http://www.angelav.com Orlando Fernandes

    For one who knows Konkani, the song in the ad is very distracting, totally disconnected and unintelligible!

  • http://www.angelav.com glasswool

    For one who knows Konkani, the song in the ad is very distracting, totally disconnected and unintelligible!

  • http://www.angelav.com glasswool

    For one who knows Konkani, the song in the ad is very distracting, totally disconnected and unintelligible!

  • http://www.angelav.com glasswool

    For one who knows Konkani, the song in the ad is very distracting, totally disconnected and unintelligible!

  • http://www.risinghot.com Master

    That's My Favorite Commercial… It is also absolutely Nike's best commercial and also a very creative advertisement

    Thanks For Share.

  • http://www.risinghot.com Master

    That's My Favorite Commercial… It is also absolutely Nike's best commercial and also a very creative advertisement

    Thanks For Share.

  • http://www.risinghot.com Master

    That's My Favorite Commercial… It is also absolutely Nike's best commercial and also a very creative advertisement

    Thanks For Share.

  • http://www.risinghot.com Master

    That's My Favorite Commercial… It is also absolutely Nike's best commercial and also a very creative advertisement

    Thanks For Share.

  • http://www.risinghot.com Master

    That's My Favorite Commercial… It is also absolutely Nike's best commercial and also a very creative advertisement

    Thanks For Share.

  • Jogabonito14

    Too Good..Is it really Nike's best ever Ad after all the ads they have done…I am really proud of this Ad…Thank you Nike..

  • http://www.iofferitems.com ioffer

    This is exactly what I expected to find out after reading the title Nike commercial of all time? at Almost As Good As Chocolate. Thanks for informative article