Nike Fails In Bid To Write The Future
Wednesday, June 30, 2010 at 1:32PM 
Cup Quarters Devoid Of
Stars From Glitzy Mega-Ad
One Great Season
When Nike unveiled its three-minute Alejandro González Iñárritu-helmed World Cup "Write the Future" mega-ad, one thing amidst all the pageantry appeared just slightly out of place: Ronaldinho, prominently featured in the spot, didn't quite make the Brazil squad. It seemed a gross miscalculation on the Swoosh's part, considering the fading Milan maestro hadn't been picked for the Selecao since April 2009. But as the big names rolled out and the cameos piled up, there perhaps grew a sneaking suspicion that this first failure, emulated so pointlessly by Kobe Bryant, would in fact prove a sign of things to come.
And it wasn't just Ronaldinho. Theo Walcott, after all, missed out on a place in the England team, never to be the target of a misplaced Wayne Rooney pass, the most painfully prophetic aspect of the whole video. A week prior to the tournament, Didier Drogba, the first bold-faced superstar we see, suffered a broken elbow in a friendly against Japan, throwing his availability into question and ultimately spiking his influence. And France's Franck Ribery has had a few months to forget: he missed Bayern Munich's Champions League final for a reckless tackle in the previous round; arrived in South Africa under investigation for sleeping with an underaged prostitute (he faces up to 3 years if convicted); reportedly played a key role in locker room divisions and the sad mutiny against coach Raymond Domenech; and did next to nothing on the field.
EXTRA: Complete World Cup Coverage From One Great Season
These players suffered their misfortunes before the commercial ever aired. Others had to wait until they laced up those fancy purple and orange boots.
After a series of geriatric showings led to a group-stage elimination, it's safe to say that Italy defender Fabio Cannavaro won't be getting the C'e Capitano treatment from Bobby Solo and his sequined band of flying figurantes and cartwheeling dudes in wifebeaters.
Patrice Evra was apparently in it, too. But blink and you'll miss him, just like at the World Cup. His most notable contribution was to lead the aforementioned French mutiny against the man who'd named him captain.
Rooney at least made it to the Round of 16, though he failed to score and, I imagine, will fail to be knighted. But let's not bet against him throwing a lager bottle through his bedroom mirror. And while Cristiano Ronaldo did manage to put one run on the board in that 7-0 boxscore over North Korea, the people of Portugal may have to lay that giant statue on the ground if they want to truly commemorate his performance at this World Cup.
Indeed, it looked for a fleeting, glorious moment that Tim Howard and Landon Donovan, awarded a whopping split-second joint cameo, would turn out to be the unlikely success stories of the ad. That is, until a Kevin-Prince Boateng wormburner and some shifty Scouser strumpet killed that dream.
All that's left are three envious Spaniards: Cesc Fabregas, Andres Iniesta and Gerard Pique. But Cesc might want to pick that paper back up as he'll need something to read while riding the bench. The latter two, however, are enjoying a fantastic World Cup, and have so far emerged as the only players worthy of such glitzy apotheosis.
So go ahead, write the future, fellas. But the way it's going, that future will see Paraguay in the semifinals.
Click here for Jeremy's bio and an archive of his previous stories.
Advertisting, Broadcasting, Jeremy Brown, Media, Nike, World Cup
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