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Nike Launches First TV Spot In '14 FIFA World Cup Campaign

Nike, via Wieden + Kennedy, has launched its first '14 FIFA World Cup spot with the tagline "Risk Everything." The 60-second spot shows Portugal F Cristiano Ronaldo, Brazil F Neymar and England F Wayne Rooney "preparing for the World Cup under intense pressure to perform well." Unlike the brand's '10 "Write the Future" spots, the new ad is "exceedingly somber – right down to the 'Risk Everything' logo, which is a skull with the swoosh carved into its forehead and a flaming die and soccer ball on either side" (ADWEEK.com, 4/1).

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