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3 June 2019

Lend us a hand.

by Andrew MacGregor

Nike: “Ready?” - 3 mins

Nike's boisterous ad for the 2019 Women's World Cup packs a lot into its three-minute running time, with slick transitions, ample fancy footwork, and enough elite cameos to fill a Panini sticker album. What makes director François Rousselet's effort stand out, however, is the punky vibe that rings throughout.

This is thanks in large part to the use of Joan Jett's ‘Bad Reputation', with the track's self-assured lyrics ("A girl can do what she wants to do/And that's what I'm gonna do") going hand in hand with the freedom of expression on-screen.

Whether it's flicks, tricks, or pre-match rituals to the tune of ‘Seven Nation Army', the audience is swept up in a young mascot's multinational reverie. By the time kick-off arrives, the protagonist's newfound confidence is clear for all to see… something the brand hope spreads to the next generation of female world-beaters.

Film Production: PrettyBird Ⓟ Ⓦ
Director: François Rousselet Ⓟ Ⓦ (Riff Raff Films Ⓟ Ⓦ)
Cinematographer: Matias Boucard
Cinema Audio Mix : Alex Wilson-Thame @ Jungle Ⓟ Ⓦ

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