24 Frames

Movies: Past, present and future

« Previous | 24 Frames Home | Next »

Nike's World Cup commercial showcases Iñárritu's filmmaking flair

May 20, 2010 |  3:15 pm

Writer-director Alejandro González Iñárritu, whose films include "Babel," "Amores Perros," "21 Grams" and the Cannes Film Festival premiere "Biutiful," has shown a unique talent in weaving together seemingly unrelated narratives into a coherent whole.

Rarely has that skill been on greater display than with a new Nike soccer commercial that was unveiled Thursday ahead of next month's World Cup.

Called "Write the Future," the three-minute Nike ad stars soccer legends Cristiano Ronaldo, Wayne Rooney, Landon Donovan and Ronaldinho. There are also quick appearances from the Los Angeles Lakers' Kobe Bryant, a pingpong-playing Roger Federer and television's Homer Simpson. In one sequence in the commercial, the Mexican-born director imagines how Rooney's life might have turned out had a particular soccer play not gone well for the star of Manchester United and England's World Cup team.

The commercial was made at advertising agency Wieden & Kennedy. Trevor Edwards, Nike’s vice president for brand and category management, has said that the spot is one of the best Nike has ever turned out.

Will it sell Nike apparel? Who knows? But the ad is certainly going to elevate Iñárritu's status as a storyteller, even as he waits for a Cannes buyer for "Biutiful" to come forward.

-- John Horn
Clicking on Green Links will take you to a third-party e-commerce site. These sites are not operated by the Los Angeles Times. The Times Editorial staff is not involved in any way with Green Links or with these third-party sites.

Comments () | Archives (7)

The comments to this entry are closed.

Landon Donovan a star soccer legend? HAHAHAHAHAHAHAHA.

Great piece to get the atmosphere going for the world cup.
Iñárritu shows he's capable of expanding his talent to other forms of the art.

Well, considering that he has made commercials before (for years actually) and he truly loves Soccer, this is expected of him.

not sure if this would be interesting to you

LOVE IT!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

One of the greatest pleasures of life is starting June 11th....................

for as much face time as he gets in the commercial, it's really too bad and pretty embarrassing for Ronaldinho that he wasn't even called up for the preliminary Brazil quad...


how could you possible forget to mention the greatest captain and current world champion Fabio Cannavaro? The best part of the commercial is his 360 flip!

Other than that, nicely done.


Recommended on Facebook


In Case You Missed It...




Get Alerts on Your Mobile Phone

Sign me up for the following lists: