In a triumphant crescendo to the 2023 FIFA Women’s World Cup, Nike’s “Joga Pra Sempre” (Play Forever) campaign emerges as a resounding ode to the culture of women’s soccer. The ad, directed by the talented Sarah Chatfield through Wieden+Kennedy São Paulo, brilliantly encapsulates the exuberant essence of the Brazil Women’s National team, the devoted fans, and the fervor of futebol.
At the heart of the spot is a celebration of the untamed love for the game, untouched by the glitz, wealth, and dominance often associated with men’s soccer. “Joga Pra Sempre” is a visual and emotional journey that mirrors the players’ passion and their dedication to the sport they cherish.
Chatfield, renowned for empowering women through her lens, leaves no stone unturned in making these athletes appear truly heroic. She eloquently captures the unmistakable rhythm and soul of Brazilian futebol – a spirited dance that resonates with a profound passion, beyond geographical borders. The result is an electric synergy between Wieden+Kennedy São Paulo’s ingenious concept and Chatfield’s creative vision.
As the ad unfolds, Ary Borges, the Brazilian player who notched the Women’s World Cup’s first hat trick, takes center stage, soaring over a conference room table in a gleeful defiance that leaves corporate “suits” bewildered. This triumphant moment reverberates with the essence of the entire advertisement – breaking barriers, defying expectations, and embracing the unadulterated joy of the game.
Among the many scenes that leave an indelible mark are the starstruck bellboys and hotel guests, their disbelief mirroring the impact of these remarkable athletes on global culture. “Joga Pra Sempre” is not just an advertisement; it is a testament to the immense influence of women’s soccer, encapsulated in the wide-eyed wonder of those who witness its magic. Watch below:
REELated:
In this dynamic blend of quick cuts, invigorating visuals, and a playful narrative, Nike’s ad becomes more than a promotion; it becomes an anthem. An anthem that heralds the harmonious symphony of athleticism, camaraderie, and sheer delight, intrinsic to the beautiful game.
The collaboration between Chatfield and Wieden+Kennedy São Paulo is a match made in advertising heaven, resulting in an enchanting reel that vibrantly encapsulates this pivotal moment in women’s soccer history. “Joga Pra Sempre” is more than a reminder; it’s a revelation that the soul of the sport thrives in the pursuit of fun and the embrace of the game itself.
In a world often overshadowed by the grandeur of men’s soccer, Nike’s “Joga Pra Sempre” rekindles the flame of authenticity, celebrating the sport in its purest, most jubilant form. This advertisement not only pays homage to the Brazil Women’s National team and their devoted fans but also immortalizes the euphoria that defines the Women’s World Cup and the ever-inspiring world of women’s soccer.
And that’s why it’s our Reel Ad of the Week.
CREDITS:
CLIENT: Nike
AGENCY: Wieden+Kennedy Säo Paulo
- CCO: Felipe Ribeiro
- Creative Director: Andrea Fabiana da Silva Souza
- Creative Director: Rafael Barreto Campello
- Head of Production: Patricia Gaglioni
- W+K Producer: Fernada Nelsis Moura
- Account Supervisor: Beatriz Vianna Martins da Costa
PRODUCTION COMPANY: Domo Producoes
- Director: Sarah Chatfield
- Executive Producer: Karin Stuckenschmidt & Carlos Grubber
- Line Producer: Gabi Hahn
- Cinematographer: Mitch Ayers
- Production Designer: Helen O’Loan
EDIT: Cabin Edit
Editor: Rami D’aguiar
MUSIC & SOUND: Evil Twin
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