Archive for June, 2010

La Copa: Parte 1

The uninspiring commercials
Nike’s “Write the Future” campaign this World Cup has been its most embarrasing series of soccer commercials produced in the last 8 years. Plenty has written already written about the unfortunate fates of the soccer players featured in the video like Cannavaro, who led the worst Italian defensive squad in decades and Rooney, the English goal-scoring machine who barely made a few shots on goal and most surprising of all, Ronaldihno who did not even make the cut for the Brazilian squad.

But the real crime is the commercials’ inability to capture anything related to the spirit of the beautiful game. The ad sequences go like this: footballer on the field at some crucial moment in the game, then flashes to a footballer at a red carpet event, exercise DVDs based on the footballers’ moves, bigger-than-life statues unveiled in their hometowns, then ends with ‘write the future’ and the nike swoosh.

2010 Nike Commerial
The Cannavaro part with half dressed dancers and singer is the most disturbing….

Why is more than half the commercial about stardom and celebrity? Do we play soccer now for money and perks, hoping for a sponsorship from Nike? The implication seems to be that the resulting stardom is more important than the plays on the field. I am not inspired.

What happened to those commercials from 2006 with Eric Cantona, former Manchester United star, yelling about the beautiful, sacred game and the shame of diving and embellishing? Or the 2002 commercials in the Nike Cage when footballers showed off their most inventive moves in 3 on 3 games?

2006 Nike Commercial

Adidas has produced commercials even more off the mark in their collaborations with Star Wars. It may be slightly amusing to see soccer players with aliens but what is in there about soccer besides a famous face?

Their 2006 campaign featured two kids naming Zidane, Kaka, Beckenbauer and the like to play on their pick-up teams. It captured beautifully a sweet and innocent passion for the game and our secret fantasies of playing alongside the legends of soccer.

2006 Adidas Commercial

What is perhaps the saddest is that Hyundai, a car company, has outdone Nike and Adidas in capturing our sweet, simplistic and undying loyalty to soccer. Ai yai yai…..

Hyundai 2010 Commercial

social media for lazy ones

Those of us who can’t keep with one blog start even more sites that we need to update and convince ourselves that is somehow necessary.

So from the inmexico wordpress grows the inmexico tumblr. You may not be convinced that is necessary, but it really is. I need a place to digest my fashion blog consumption and catalog the hundreds of photos on my hard drive saved from blogs and runway shows. Yes, totally essential to my life.

(Tumblr is the true lazy man’s blog. It is made for 21st century immediate gratification. For one, you don’t even have to try to make it look nice.)


Blog Stats

  • 15,489 hits