Section 5 of 7
2014, when they stopped shooting the players
Brazil 2014 is where the register changed. The comedy went out, the running times went up, and two brands independently arrived at hagiography — one by animating its cast, the other by casting a bronze of one of them.
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Nike animated the players instead of shooting them
Nike · The Last Game · 2014 · Wieden+Kennedy Portland · Aardman Animations
The Last Game was made as animation, which sidestepped the scheduling problem that governs every live-action football shoot.
The Maracanã, Rio de Janeiro. The 2014 films were finished before anyone knew who would play here.Photo: Maracanã 2014 e · Wikimedia Commons -
Three minutes, two brands, and a statue
Nike and Adidas · Brazil 2014 · W+K Portland · TBWA\Chiat\Day
The 2014 films leaned on a mythologised version of the players, up to and including a bronze of one of them, and the register shifted with it.
Funchal, Madeira. In 2010 the statue was the joke; by 2014 it was the register.Photo: 2016 Escultura de Cristiano Ronaldo perante o seu museo de Funchal. Madeira. Portugal-24 · Wikimedia Commons