I've been a fan of Guy Ritchie since Lock Stock came out ten years ago. He has a unique way of making the audience feel like they know characters on a personal level and in the latest Nike advert his use of the camera draws the audience in really well. There are a couple of places within the advert where it is almost filmed like a first person shooter with the shot from your perspective and only your hands in view. The constant swings, movements and jumping of the camera does a really good job of simulating where you would be running and the movements of your own body. This combined with the fast, sustained tempo and the continuous forward movement makes the avert feel like a short journey.
The viral impact of this advert has been amazing. Even my girl mates who have almost no interest in football have commented on how much they like this advert. It has clearly reached a much wider ausience as a result of it's individuality and the amount of awareness this ad has generated is deserved.
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