October 2008
This weekend Nike kicks off a new football campaign, “FATE,” which captures the true essence of the game by following the journeys of two top athletes from their first steps to playing in the NFL.
The “FATE” TV commercial features San Diego Chargers All-Pro running back LaDainian Tomlinson and Pittsburgh Steelers Safety Troy Polamalu. The spots were directed by David Fincher, a renowned director whose films include Se7en, Fight Club, Panic Room and the soon to be released The Curious Case of Benjamin Button.
“The beauty of this ad is it reminds us of how much hard work, sacrifice, and yes, fate it takes to make it to the top of the sport of football,” said Ken Dice, Nike’s Vice President of US Brand Management. “We are showing the passionate and real journey the best in the game have gone through to suit up every Sunday.”
A 30- and 60-second version of the ad traces Tomlinson and Polamalu’s lives from young toddlers through middle and high school and college to their careers as professional football athletes.
All of these scenes were researched and are authentic to the lives and milestones of Tomlinson and Polamalu. At the end of the ad, the athletes compete in a NFL game. Their all-out play is captured in a raw but beautiful fashion in a final climatic moment.
The ad campaign, produced in cooperation with Portland, Ore.-based advertising agency Wieden+Kennedy, will begin airing this Saturday during the nationally televised college football games as well as during the NFL games.
It will run through several weeks on major networks and cable channels including ESPN, ABC, Fox, CBS, BET and MTV.
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