In what has been touted as the sequel to Nike's magnificent "Write the future" commercial, the sports brand has launched its "My Time is Now" commercial. It is an interesting approach to advertising because again, the brand has elected to launch with a 3 min 40' spectacular which it hopes will go viral. However, instead of relying on cut-downs, the ad is interactive enabling dedicated viewers to discover hidden tunnels to the story.
The ad lacks the narrative structure of "Write the Future" but deliberately so: perseverant viewers will unearth unique content such as narratives involving their favourite stars, a bespoke Nike workout, as well as a fully playable online game.
Head of interactive and innovation at Wieden and Kennedy Graeme Douglas explains: “Instead of making a big ad for TV then putting together a bolt-on interactive version, what we have done is make a interactive film and experience, then created an edit for TV. That’s a fundamental shift.”
The idea brings alive the hunger and exuberance of youth and features a host of football and other sporting stars including Frank Ribery, Lebron James, Wesley Sneijder, Ronaldo, Ozil and many more
"My Time is Now" aired for the first time during the Champions League Final between Bayern Munich and Chelsea on 19 May
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