Write The Future
Encyclopedia
Write the Future is an advert made by Nike
football for the 2010 World Cup and directed by Mexican
filmmaker Alejandro González Iñárritu
for the UK based production company, Independent Films Limited. The full version is over three minutes in length and features football players Didier Drogba
, Fabio Cannavaro
, Wayne Rooney
, Franck Ribéry
, Ronaldinho
, and Cristiano Ronaldo
as its main players. All of the players play in a scenario during a World Cup match and after significant events occur, the players usually see a significant ripple effect
outside the world of football. It airs during the 2010 FIFA World Cup
. It can be considered a sequel to a previous advert entitled "Take It To The Next Level", which aired in 2008 for Euro 2008, and features similar people. It features the song "Hocus Pocus"
, by progressive rock band Focus
.
. The first was Ronaldinho
who didn't make the Brazilian national team. Next Franck Ribéry
and the French team floundered amidst scandal and didn't advance out of the Group Stage; Ribery did not score a goal. Fabio Cannavaro
and the Italian team did not get out of the Group Stage, they did not win a game in the group stage of the tournament; Cannavaro didn't score a goal. Didier Drogba
was injured shortly before the World Cup and missed most of the first game; Cote d' Ivoire did not get out of the group stage. Wayne Rooney
and the English team did advance out of the group stage but finished second in the group and then lost 4-1 to Germany in the Round of 16; Rooney did not score a goal. Cristiano Ronaldo
and Portugal got out of the group stage but lost in the Round of 16. An add on to the original advert was made featuring Brazilian star Robinho
, Brazil was knocked out in Quarterfinals. Alas, one by one, the football stars shown in the advert lost their match. Roger Federer
lost too before competing in the 2010 Wimbledon semi-finals. Only Spain's football stars, seen sitting reading newspaper in frustration, and Netherlands football star, seen unable to contain Cristiano Ronaldo
's forward, survived the curse to qualify both teams into the finals. The commercial's theme is that a football star can obtain an incredible amount of fame by scoring a goal. This seems to be in contrast to the view that a goal is the result of a team effort.
Nike, Inc.
Nike, Inc. is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, which is part of the Portland metropolitan area...
football for the 2010 World Cup and directed by Mexican
Mexican people
Mexican people refers to all persons from Mexico, a multiethnic country in North America, and/or who identify with the Mexican cultural and/or national identity....
filmmaker Alejandro González Iñárritu
Alejandro González Iñárritu
Alejandro González Iñárritu is a Mexican film director.González Iñárritu is the first Mexican director to be nominated for the Academy Award for Best Director and by the DGA of America for Best Director. He is also the first and only Mexican born director to have won the Prix de la mise en scene...
for the UK based production company, Independent Films Limited. The full version is over three minutes in length and features football players Didier Drogba
Didier Drogba
Didier Yves Drogba Tébily is an Ivorian footballer who plays in the centre forward position. He currently plays for Chelsea in the Premier League, where he is deputy vice-captain, and is the captain and all-time top scorer of the Côte d'Ivoire national football team...
, Fabio Cannavaro
Fabio Cannavaro
Fabio Cannavaro, Ufficiale OMRI is a former Italian footballer considered one of the greatest defenders of all time and was given the name "Muro di Berlino" which means The Berlin wall by Italian supporters. He spent the majority of his career in Italy...
, Wayne Rooney
Wayne Rooney
Wayne Mark Rooney is an English footballer who plays as a striker for Premier League club Manchester United and the England national team...
, Franck Ribéry
Franck Ribéry
Franck Ribéry is a French international footballer who currently plays for German club Bayern Munich in the Bundesliga. He primarily plays as a winger, preferably on the left side, and is known for "pace, energy, skill and precise passing." Ribéry is described as a player who is "fast, tricky and...
, Ronaldinho
Ronaldinho
Ronaldo de Assis Moreira , commonly known as Ronaldinho or Ronaldinho Gaúcho, is a Brazilian footballer who plays for Flamengo and the Brazilian national team as an attacking midfielder or forward. He is a two-time winner of the FIFA World Player of the Year, awarded to the best player over the year...
, and Cristiano Ronaldo
Cristiano Ronaldo
Cristiano Ronaldo dos Santos Aveiro, OIH, , commonly known as Cristiano Ronaldo, is a Portuguese footballer who plays as a winger or striker for Spanish La Liga club Real Madrid and is the captain of the Portuguese national team...
as its main players. All of the players play in a scenario during a World Cup match and after significant events occur, the players usually see a significant ripple effect
Ripple effect
The ripple effect is a term used to describe a situation where, like the ever expanding ripples across water when an object is dropped into it, an effect from an initial state can be followed outwards incrementally....
outside the world of football. It airs during the 2010 FIFA World Cup
2010 FIFA World Cup
The 2010 FIFA World Cup was the 19th FIFA World Cup, the world championship for men's national association football teams. It took place in South Africa from 11 June to 11 July 2010...
. It can be considered a sequel to a previous advert entitled "Take It To The Next Level", which aired in 2008 for Euro 2008, and features similar people. It features the song "Hocus Pocus"
Hocus Pocus (song)
"Hocus Pocus" is a 1971 instrumental from Focus II , the second album by Dutch rock group Focus. It was written by guitarist Jan Akkerman and flautist/keyboardist Thijs van Leer...
, by progressive rock band Focus
Focus (band)
Focus is a Dutch rock band which was founded by classically trained organist/flautist Thijs van Leer in 1969, and is most famous for the instrumental pieces "Hocus Pocus" and "Sylvia"...
.
Notable persons
Notable people seen in the advert, in order of appearance:- Didier DrogbaDidier DrogbaDidier Yves Drogba Tébily is an Ivorian footballer who plays in the centre forward position. He currently plays for Chelsea in the Premier League, where he is deputy vice-captain, and is the captain and all-time top scorer of the Côte d'Ivoire national football team...
- Fabio CannavaroFabio CannavaroFabio Cannavaro, Ufficiale OMRI is a former Italian footballer considered one of the greatest defenders of all time and was given the name "Muro di Berlino" which means The Berlin wall by Italian supporters. He spent the majority of his career in Italy...
- Bobby SoloBobby SoloBobby Solo is an Italian singer and musician.Solo was born in Rome.In 1964, he participated in the Sanremo Music Festival with the song "Una lacrima sul viso" , but he was disqualified for singing with playback which was contrary to the festival regulations. The song, however, became a global hit...
- Wayne RooneyWayne RooneyWayne Mark Rooney is an English footballer who plays as a striker for Premier League club Manchester United and the England national team...
- Lassana DiarraLassana DiarraLassana "Lass" Diarra is a French footballer who currently plays for Real Madrid. His predominant position is defensive midfielder but he can also play in a more advanced role and has played at right back, which he occasionally did for former clubs Chelsea, as well as France.-Early career:Diarra...
- Theo WalcottTheo WalcottTheo James Walcott is an English footballer of Jamaican descent who plays for Arsenal and the England national team. Walcott is a product of the Southampton F.C. Academy. He is a striker who is usually deployed on the right wing as a wide forward to exploit his speed...
- Patrice EvraPatrice EvraPatrice Latyr Evra is a French international footballer who currently plays for English club Manchester United in the Premier League and the France national team. Originally an attacker, he primarily plays as a left back and is described as "the classic example of a modern full-back" who is...
- Franck RibéryFranck RibéryFranck Ribéry is a French international footballer who currently plays for German club Bayern Munich in the Bundesliga. He primarily plays as a winger, preferably on the left side, and is known for "pace, energy, skill and precise passing." Ribéry is described as a player who is "fast, tricky and...
- Tim HowardTim HowardTimothy Matthew Howard is an American soccer player who plays as a goalkeeper for English club Everton and the United States national team....
- Landon DonovanLandon DonovanLandon Timothy Donovan is an American soccer player for the Los Angeles Galaxy in Major League Soccer in the United States. He usually plays as a withdrawn forward, and can also be used as an attacking midfielder on either wing....
- Jérémy ToulalanJérémy ToulalanJérémy Toulalan is a French footballer who currently plays for Málaga CF in La Liga. His usual position is as a defensive midfielder, but he can also be utilized as a central defender. He is best known for his shy and humble demeanor, simple distribution, good technique, and effective...
- Cesc FàbregasCesc FàbregasFrancesc "Cesc" Fàbregas i Soler is a Spanish footballer who plays as a central midfielder for La Liga club FC Barcelona.Fàbregas started his career as a trainee with Barcelona but was signed by Premier League side Arsenal in September 2003 at the age of 16...
- Andrés IniestaAndrés IniestaAndrés Iniesta Luján is a Spanish football player. He currently plays as a central midfielder for La Liga club FC Barcelona, and the Spanish national team....
- Gerard PiquéGerard PiquéGerard Piqué i Bernabeu is a Spanish footballer, currently playing as a central defender for FC Barcelona.A product of Barça's cantera, he initially left the club for Manchester United in 2004, where he remained for four years, before returning to Barça under Josep Guardiola's leadership, helping...
- Roger FedererRoger FedererRoger Federer is a Swiss professional tennis player who held the ATP no. 1 position for a record 237 consecutive weeks, and 285 weeks overall. As of 28 November 2011, he is ranked World No. 3 by the Association of Tennis Professionals . Federer has won a men's record 16 Grand Slam singles titles...
- Thiago SilvaThiago SilvaThiago Anderson Ramos da Silva is a Brazilian mixed martial artist, who got his Brazilian Jiu-Jitsu black belt under Jorge Patino. Silva currently competes in the Light Heavyweight division for the Ultimate Fighting Championships...
- Luís FabianoLuís FabianoLuís Fabiano Clemente , commonly known as Luís Fabiano, is a Brazilian footballer who currently plays for São Paulo and the Brazilian national football team as a striker.-Early career:...
- RonaldinhoRonaldinhoRonaldo de Assis Moreira , commonly known as Ronaldinho or Ronaldinho Gaúcho, is a Brazilian footballer who plays for Flamengo and the Brazilian national team as an attacking midfielder or forward. He is a two-time winner of the FIFA World Player of the Year, awarded to the best player over the year...
- Alejandro González IñárrituAlejandro González IñárrituAlejandro González Iñárritu is a Mexican film director.González Iñárritu is the first Mexican director to be nominated for the Academy Award for Best Director and by the DGA of America for Best Director. He is also the first and only Mexican born director to have won the Prix de la mise en scene...
- Kobe BryantKobe BryantKobe Bean Bryant is an American professional basketball player who plays shooting guard for the Los Angeles Lakers of the National Basketball Association . Bryant enjoyed a successful high school basketball career at Lower Merion High School, where he was recognized as the top high school...
- Cristiano RonaldoCristiano RonaldoCristiano Ronaldo dos Santos Aveiro, OIH, , commonly known as Cristiano Ronaldo, is a Portuguese footballer who plays as a winger or striker for Spanish La Liga club Real Madrid and is the captain of the Portuguese national team...
- Homer SimpsonHomer SimpsonHomer Jay Simpson is a fictional character in the animated television series The Simpsons and the patriarch of the eponymous family. He is voiced by Dan Castellaneta and first appeared on television, along with the rest of his family, in The Tracey Ullman Show short "Good Night" on April 19, 1987...
- Gael García BernalGael García BernalGael García Bernal is a Mexican film actor and director.-Early life:García Bernal was born in Guadalajara, Mexico, the son of Patricia Bernal, an actress and former model, and José Ángel García, an actor and director. His stepfather is Sergio Yazbek, whom his mother married when García Bernal was...
- André OoijerAndré OoijerAndré Antonius Maria Ooijer is a Dutch football player who currently playing for AFC Ajax as of August 2010.-Early career:Ooijer was talented even as a child, joining his first amateur football team when he was just five years old and started playing for other amateur clubs SDW and SDZ when he was...
Curse
Even though the advert features the best players from the best national teams, each player made an early exit from the 2010 FIFA World Cup2010 FIFA World Cup
The 2010 FIFA World Cup was the 19th FIFA World Cup, the world championship for men's national association football teams. It took place in South Africa from 11 June to 11 July 2010...
. The first was Ronaldinho
Ronaldinho
Ronaldo de Assis Moreira , commonly known as Ronaldinho or Ronaldinho Gaúcho, is a Brazilian footballer who plays for Flamengo and the Brazilian national team as an attacking midfielder or forward. He is a two-time winner of the FIFA World Player of the Year, awarded to the best player over the year...
who didn't make the Brazilian national team. Next Franck Ribéry
Franck Ribéry
Franck Ribéry is a French international footballer who currently plays for German club Bayern Munich in the Bundesliga. He primarily plays as a winger, preferably on the left side, and is known for "pace, energy, skill and precise passing." Ribéry is described as a player who is "fast, tricky and...
and the French team floundered amidst scandal and didn't advance out of the Group Stage; Ribery did not score a goal. Fabio Cannavaro
Fabio Cannavaro
Fabio Cannavaro, Ufficiale OMRI is a former Italian footballer considered one of the greatest defenders of all time and was given the name "Muro di Berlino" which means The Berlin wall by Italian supporters. He spent the majority of his career in Italy...
and the Italian team did not get out of the Group Stage, they did not win a game in the group stage of the tournament; Cannavaro didn't score a goal. Didier Drogba
Didier Drogba
Didier Yves Drogba Tébily is an Ivorian footballer who plays in the centre forward position. He currently plays for Chelsea in the Premier League, where he is deputy vice-captain, and is the captain and all-time top scorer of the Côte d'Ivoire national football team...
was injured shortly before the World Cup and missed most of the first game; Cote d' Ivoire did not get out of the group stage. Wayne Rooney
Wayne Rooney
Wayne Mark Rooney is an English footballer who plays as a striker for Premier League club Manchester United and the England national team...
and the English team did advance out of the group stage but finished second in the group and then lost 4-1 to Germany in the Round of 16; Rooney did not score a goal. Cristiano Ronaldo
Cristiano Ronaldo
Cristiano Ronaldo dos Santos Aveiro, OIH, , commonly known as Cristiano Ronaldo, is a Portuguese footballer who plays as a winger or striker for Spanish La Liga club Real Madrid and is the captain of the Portuguese national team...
and Portugal got out of the group stage but lost in the Round of 16. An add on to the original advert was made featuring Brazilian star Robinho
Robinho
Robson de Souza , more commonly known as Robinho, is a Brazilian professional footballer who currently plays as second striker and winger for Serie A club AC Milan...
, Brazil was knocked out in Quarterfinals. Alas, one by one, the football stars shown in the advert lost their match. Roger Federer
Roger Federer
Roger Federer is a Swiss professional tennis player who held the ATP no. 1 position for a record 237 consecutive weeks, and 285 weeks overall. As of 28 November 2011, he is ranked World No. 3 by the Association of Tennis Professionals . Federer has won a men's record 16 Grand Slam singles titles...
lost too before competing in the 2010 Wimbledon semi-finals. Only Spain's football stars, seen sitting reading newspaper in frustration, and Netherlands football star, seen unable to contain Cristiano Ronaldo
Cristiano Ronaldo
Cristiano Ronaldo dos Santos Aveiro, OIH, , commonly known as Cristiano Ronaldo, is a Portuguese footballer who plays as a winger or striker for Spanish La Liga club Real Madrid and is the captain of the Portuguese national team...
's forward, survived the curse to qualify both teams into the finals. The commercial's theme is that a football star can obtain an incredible amount of fame by scoring a goal. This seems to be in contrast to the view that a goal is the result of a team effort.