It’s already been well noted that the players involved in Nike’s Write the Future campaign have had horrible World Cups: Didier Drogba, Fabio Cannavaro, Franck Ribery, Wayne Rooney and Cristiano Ronaldo are all out of World Cup 2010 after enduring various misfortunes. Poor Ronaldinho didn’t even make the Brazil squad. Bleacher Report and Dirty Tackle both called it the “curse” of Write the Future recently, while here at World Cup Blog, Chris pointed out that adidas had chosen their endorsers much more wisely with David Villa and Leo Messi.
The rapid rise and fall of the Nike commercial is an odd story. We all drooled over Write the Future when it was released. I slobbered that it was an “instant classic”. Now we’re all laughing at it. To be fair, the quality of Alejandro González Iñárritu’s filmmaking can’t be questioned. It’s still a superb commercial. But the concept of success/failure being decided by small moments on the field left the campaign wide open to mockery should anything (or in this case everything) go wrong for the players involved.
Brilliantly, someone on YouTube re-edited the original commercial just a week into the tournament to reflect the reality of what was happening in South Africa. This video is a few days old now, but it still rings painfully true. Enjoy:
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