Wieden + Kennedy London has created a new viral film for Nike, to promote the new T90 Laser III football boot. ‘Hit The Target’ created by Phil Monks and Mike Cuthell, and creatively directed by Stuart Harkness, reflects the cutting edge technology and innovation invested in the development of the boots – which have been designed to help strikers master accuracy with greater power and bend.
The film features two of the world’s deadliest strikers – Wayne Rooney and Fernando Torres. We see Wayne taking on a ‘Mission Impossible’ style accuracy challenge – as lasers flash across a goal in a futuristic setting to create a series of ever-harder targets. Fast-paced movement mixes with slow-motion contact between boot and ball, as Rooney hits each target with accuracy. It is then he realises that the lasers are being controlled by the hooded figure of Liverpool striker Fernando Torres.
Directed by the award-winning Anthony Dickenson of Pulse films, he created a highly-stylised environment - with each shot beautifully framed like high-end photography. The end result is a fast-paced and visually-stunning moving portrait set to a dubstep soundtrack from 16 Bit.
Stuart Harkness, Creative Director Wieden + Kennedy said, ‘This film witnesses one of the world’s greatest strikers, Wayne Rooney, put through his paces by an equally deadly rival, Fernando Torres, in order to test the accuracy of the new Nike T90 Laser III boots.’
The film broke on Soccer AM on 16 January and will air on terrestrial TV this Wednesday on 27 January during the second leg of the Carling Cup semi-final as
Manchester United host Manchester City.
The following day marks the start of the T90 Laser III Accuracy challenge in NikeTown London, developed by AKQA and TRO, where fans and shoppers can trial the boots and pit themselves against goalmouth lasers, recreating Wayne’s role in the film. The highest scorer will go through to the Sunday’s final and take on a top Premier League player for the crown.