Nike's Scary Good Campaign Brings Kylian Mbappe and Football Stars to Life

Nike Football has unveiled its thrilling Scary Good campaign, a filmic ode to the attacking nature of football tinged with horror invective and athleticism unborn. The campaign, driven by world sensation Kylian Mbappe, comes with a bold storyline to inspire the new generation of players to express themselves and be daring in whatever they do on the field. Revealed in the middle of the FIFA Club World Cup playoffs, the series consists of nine short movies, all with the most prominent names in football: Ronaldinho Ga, Alexia Putellas, Erling Haaland, and Vincius Junior.

The most notable film, Kyller Instinct, which involves Kylian Mbappe as an invincible machine by making a traumatized goalkeeper and defenders in a hospital ward recoiling against the unstoppable prowess of the French striker. This short horror film summarizes the striking view of Nike to break the boring football and make the football entertaining again. Mbapp pupil said in an interview: This campaign is about remembering the world that the game is not about sadness, and not being afraid to be different.

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Created by Wieden+Kennedy London, a 60-second montage of highlights of the eight single films gets the campaign started, a tone that proclaims the men in black will bring a creative reset to football. Free Psychic Readings with Alexia is another vignette involving Alexia Putellas, a Spanish star, who appears as a psychic operating late at night giving an element of humor to the storyboard of the campaign. Other football superstars such as Giulia Gwinn, Sam Kerr, and Cole Palmer stand out as well, which stretches the tradition of Nike to use stars in their ad campaigns.

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Advertising-related cultural referents ads in Nike have always been a common phenomenon since their timeless advertisement of Write the Future featuring Wayne Rooney in 2010, or earlier on selling dreams and boots. Although the list of “Scary Good” is impressive, it will have the problem to meet the magnitude of previous masterclasses of Nike in the field of sports marketing. In X, the posts have hailed the intensity of the campaign and fans have termed it as fire where they show the participation of Mbapp and support him along with Vinicius and Ronaldinho.