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Nike Football: Arshavin

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Nike Football has launched the new ‘Make The Difference’ campaign created by Wieden + Kennedy Amsterdam. The integrated campaign of TV, OOH, Print and Digital premieres in the UK and then continues to roll out throughout the year globally. Nike ‘Make The Difference’ is the first communication for the 2010 football season. Ultimately a player that Makes The Difference wins football matches. Yet it isn't always simply about scoring fifty-yard free kicks, or dribbling round half a team. In fact, you can Make The Difference all over the pitch. It can be a pass, a dummy run, a few words at half time, a moment of courage, or simply wanting it more than the next guy.
Enrico Balleri, Nike Global Advertising Football Director says “"This campaign gets under the skin of football and finds out what makes the top players tick. It explores the ability these players have to make the difference every time they strap their boots on". The :30’ launch spot, shot by Malcolm Venville, features Manchester United’s Wayne Rooney and premieres in the UK during Saturday’s heated match between Arsenal and Man U.
Mikey Farr, W+K Copywriter adds, “We wanted to take a fresh look at football. To challenge people to look behind the fancy flicks into what separates International footballers from the rest of us. Be it their talent, physical preparation or mental backbone.”

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