Nike has long celebrated football’s biggest moments, but its latest World Cup campaign reminds fans that belief can matter just as much as victory. Created by Wieden+Kennedy London and directed by ILLIMITÉWORLD through Love Song, the film was conceived, shot and finished in less than 48 hours, timed to England’s FIFA World Cup 2 – 1 semifinal loss to Argentina.
The spot stars Wayne Rooney, who embodies the unwavering optimism of England supporters despite decades of World Cup heartbreak. Sporting St. George’s Cross face paint, Rooney responds to a skeptical deli worker who suggests England fans are “out of their minds” for believing football is coming home.
His response is simple: “We’re not mad. We’re English.”
The line serves as a callback to Wieden+Kennedy’s iconic 2006 “St. Wayne” campaign, which also featured Rooney carrying the hopes of a football-obsessed nation.
Despite England falling short in the semifinal, the campaign’s message remains relevant. Rather than celebrating a victory, the film pays tribute to the rituals, optimism and unwavering faith that define tournament football for millions of supporters. Watch below:
“We’re interested in the space between what people see and what they think they know,” said Marleaux Désiré of ILLIMITÉWORLD. “That’s where the story lives. We brought this film from idea to screen in under 48 hours, which made trusting our instincts even more important. I’m proud of what the team was able to create under that kind of pressure.”
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Produced after just a single day of prep, the campaign moved from concept to finished film in under two days, a remarkable turnaround that allowed Nike to respond in real time to one of the tournament’s biggest moments.
While England’s World Cup run has come to an end, Nike’s latest work proves that the emotions surrounding the game often outlast the final whistle.
CREDITS:
BRAND: Nike
AGENCY: Wieden+ Kennedy, London
PRODUCTION COMPANY: Love Song
Director: ILLIMITÉWORLD
POST/VFX: Stray
