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Nike tries virtual reality to ‘spark brilliance’ at the Euros

Nike and agency Wieden+Kennedy Amsterdam are trying to warm us up for the forthcoming Euros football championship so here we have the Turkish national team with pretty fearsome captain Arda Turan dealing a few home truths at half time, in an actual match it seems. There are two versions of the launch ad in a campaign called ‘Spark Brilliance.’

The first is an ad like wot we know them.

The second version is filmed in ‘360° with binaural sound,’ whatever that may be. To be more immersive, the more so if you use a VR headset.

I’m all for footie ads moving away from glistening superstars. Not entirely sure about the immersive second version (plus VR) but I guess that’s the way things are going. Soon there won’t be any need to engage with real reality at all.

MAA creative scale: 6.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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