Much has been written about the supposed curse of the ‘Write your Future’ Nike ad that premiered in the build-up to the World Cup. As the tournament wore on, it did become ever more compelling to believe that in fact every single player featured in the advert was jinxed in some manner, destined to a life of growing beards and living in caravans. Jalal Saleem, loyal SubPlease reader (and legendary dancer) got in touch very early on to highlight this phenomenon, and suggested it might well be blogworthy.
As further stars of the advert crashed out of the competition, the evidence was too strong to ignore; so in true journalistic fashion, SubPlease has investigated right to the very core of the matter, to finally answer the riddle of:
THE CURSE OF THE SWOOSH
In 1994, after a commercially successful and extremely well-attended World Cup in their heartland of the USA, Nike decided to ramp up their activities in the beautiful game. Long had Nike followed the strategy of focussing marketing activities on key sporting figures; many of you will have owned a pair of Air Jordan’s at some point in the 90’s. Pete Sampras, Tiger Woods, Roger Federer – superstars of their sport made even more stellar by the aggressive branding from their sponsor.
This ‘personality-based’ approach carried over when they stepped up efforts in the football world. Notable early campaigns include the ‘Parklife’ ad which featured the likes of Seaman, Wright and Cantona turning out on Hackney Marshes; the ‘Good vs Evil’ football match from Hell (“Au Revoir”) and also the ‘Ninja’ campaign featuring an outrageously cool Edgar Davids, who incidentally is presumably not about to add James Corden to his phonebook.
Things really became iconic however in the lead up to the 1998 World Cup in France. A group of tired, frustrated footballers sit in an airport, waiting for a delayed flight. One of them breaks out a football, and as anyone who has tried the whole ‘say bomb in the airport it will be well funny’ thing knows – airport security guards are humourless androids. The Brazilian squad then proceed to evade capture whilst showing off their lovely Nike training kit and their even lovely silky skills. A classic advert for sure; and the first to associate ‘Mas Que Nada’ with the samba football of the Brazilians.
The campaign for 2002 was the ‘Scorpion Tournament’. A selection of 24 players playing 3 on 3 in a cage inside a tanker, hosted by Eric the King. This campaign used a number of small clips to show the development of the tournament, and again showed off some fantastic skills resplendent in beautiful Nike footwear and training gear.
2006 took the viral marketing approach, renegades extolling the virtues of ‘Joga Bonito’ or Play Beautiful. Cantona again, this time sporting a rugged beard and long hair (he really is a legend isn’t he? So cool. Did somebody say man crush?) Again they used a number of different small clips ranging from street soccer avec Monsieur Henry, to an inspiring and emotional focus on Il Fenomeno himself, Ronaldo.
And so we come to this year – the big budget uber-production of ‘Write your Future’. In a previous blog the ad was discussed, and the 2010 curse is examined in detail in an excellent piece from the New York Times. This article is looking further, so let’s rewind back to the airport… This fantastic, humorous and iconic advert really sticks in the memory. When viewing it through the Curse Hunter glasses however, it takes on an ominous darkness. One of the first players to really feature? Romario. Maybe he missed his flight, but he sure as hell was not even at the tournament. Cursed.
Next up, Denilson – great stepovers, quick feet, cheeky grin...a handful of minutes from the sub bench and one token start in a meaningless game. The final scene of the advert however is where the curse really starts to reveal it’s frightening power. Ronaldo, the boy wonder, the best player in the world, is through to score in the departure gate, cheered on by a willing crowd. He hits the post, and ends up wincing. Bright start and then diasappointing end? A complete and eerie parody of his ultimately ill-fated tournament.
This all focuses on one team, who but for the curse striking their best player could well have been world champions, so it’s nothing for the rest of the footballing world to take seriously, right? Well.
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2002 Nike Ad
Roll on 2002, and it was an absolutely stellar line-up for the Secret Tournament. Footballers from around the globe, no way the curse can get them all. Full line-up details are linked here but read on for the chilling power of the Curse... Triple Espresso: Cursed (Henry crashed out at the group stage, Totti sent off in the second round)
The Onetouchables: Cursed (Vieira in the groups, Van Nistelrooy never made it, Scholes couldn’t tackle Ronaldinho)
Toros Locos: Cursed (Saviola out in groups, Luis Enrique dropped from Spain team)
Cerberus: So, so Cursed (Davids never even got there, the other two Frenchmen went out in the groups)
Os Tornados: Miracle!! Curse breakers!! The Brazilians won the tournament (the real tournament)
Funk Seoul Brothers: Also curse breakers on account of having Brazilians!
Tutto Bene: Mixed – Rio did well, the other two most certainly did not
Equipo del Fuego: Massively cursed, Lopez and Crespo didn't even get through the group.
By now, footballers signed up to Nike surely felt an icy chill down their spine each time their agent would say ‘I’ve got you another advert with Nike’. It appears that this curse has been going for far longer than a couple of months this Summer, and it doesn;t just pick one team or one player, it can wipe out anyone. But what effect would it have in 2006, the Joga Bonito year?
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Of the different clips, various ones featured on individual players; but a largely prevalent factor throughout was La Selecao – the Brazilian national team. Who crashed out of the tournament at the earliest stage since 1990. This is starting to get spooky. Maybe the curse gave them a year off in 02 out of sheer pity...?
Ronaldinho had his own feature, and arguably the curse has never released him. Going into the tournament as the world’s best player, he looked sluggish, frustrated and not his Joga Bonito self. He didn’t even score a goal. Since 2006, having had 2 years as the undisputed number one, he has failed to return to his peak, and missed the 2010 tournament altogether. Brutal.
Rooney also had his own feature, ironically straying horribly out of position to the detriment of his team, how unlike Wayne I hear you cry. He exited the tournament having squashed his own brand of Portuguese grape wine – Cursed.
There is some light here though. A glint of hope, that can bring us back from the very brink of despair.
In the Joga Bonito campaign, Ronaldo had a feature, in which Cantona simply introduces this maestro to the world. Although Brazil on the whole did not sparkle, Ronaldo became the all-time leading scorer at World Cup finals, scoring twice and making history. Surely he must consider 2006 to be a Curse-Breaker, particularly following on from his excellent 2002...could it be that players can escape the Curse?
Furthermore Henry – the scorer of the goal that compounded the Brazilian 2006 Curse – can claim to have had a successful time, reaching the final and coming up short only on penalties, exceeding pre-tournament expectations.
Rolling forward to the much-discussed 2010 curse and again SubPlease is here to bring you the good news, the uplifting news, the hope in this darkest of times.
The curse can be beaten.
He may only feature in the advert for about 0.8 seconds, he may be nowhere near a football pitch, he may be a mere speck in the peripheral vision of the viewer, but one man has striven against all the odds to beat this fiendish curse, and give hope to all Nike-sponsored players out there…
Andres Iniesta.
World Cup Winner, European Champion, Curse Buster.
Iniesta is the only man (except his Spanish colleagues, but neither of them scored the winning goal so Andy gets the focus) in the entire Write Your Future campaign who can consider his tournament to be a success, and then some. However if all of the above has taught us nothing else, it has shown that the curse can operate in cycles, just when you thought it was safe to go back on the pitch it will destroy you again. Iniesta my friend, and all professional footballers reading this (presumably loads) there is only one cure for the Curse of the Swoosh:
http://www.adidas.com/uk/homepage.asp