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Adweek

The Spot: Nike's Speed Demon

January 29, 2013

IDEA: Cristiano Ronaldo, the world's second-best soccer player after Lionel Messi, is a beautiful, terrible force. A large part of his talent is his overwhelming speed—a threat dramatized in Wieden + Kennedy's powerful, artful new Nike spot as a violent wind ripping through opponents, referees and anything else in his way. Dark, abstract and hyperbolic, the ad shows, in a long slow-motion pan left to right, the chaos he leaves behind on the field—thanks in part to Nike's Mercurial Vapor soccer shoes.

It's quite a change from last year's Mercurial spot, starring Ronaldo and

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