Nike tries to monster rivals with ‘the phantom’ for Phantom

Nike is launching a new version of its Phantom football boots so agency Wieden+Kennedy has invented the phantom, a mysterious footballer who grows legs and other attributes as the occasion demands. He starts off as Philippe Coutinho before morphing into the usual Nike Football suspects, some better at this than others.

Retired Italy star Andrea Pirlo steals the show at the end.

There’ve been other Nike epics at least as good at this but it’s a diverting way to start the new season – and, no doubt, flog lots of boots.

MAA creative scale: 8.

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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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