As a student-athlete planning to study abroad in South Africa next year, and with a collegiate soccer coach for a mother, it is kind of a given that the 2010 World Cup will have the majority of my attention in the upcoming weeks. Between studying the tactical play of Argentina as part of my summer training assignment, passionately cheering on Bafana Bafana, and keenly watching to see the talented superstars who beat out Ronaldinho for a spot on the Brazilian team, there will be plenty of opportunities to get lost in the drama of the game. And by no means am I the only one; soccer, or football, has millions of dedicated followers who have all eagerly turned their eyes to South Africa as the highly anticipated tournament approaches.

Adding fuel to the fire of excitement is commercial advertising for the Cup. It is becoming a regular occurrence on television, particularly Nike’s new “Write the Future” commercial. The ad is a three-minute long video containing powerhouse lineup Wayne Rooney, Didier Drogba, Cristiano Ronaldo, Landon Donovan, and yes, even Homer Simpson. These athlete-celebrities are in the heat of the game, when they find themselves in the decisive moment – that crucial tipping point that could decide the fate of the entire game. At this critical time in the game, Nike provides us with a quick flash into the future that illustrates the effects of that moment much farther beyond the soccer field. Rooney’s pass is intercepted, costing them the game and sending England into a depression unlike any other. The stock market crashes, Rooney’s career is “Roo-ined” and we are left with the image of him emerging from a broken down trailer with a bushy beard and covered in dirt. After these shocking images, Nike throws us back into the game to see Rooney hustling back to recover the ball, fixing his mistake and securing victory. We are then presented with a series of images depicting the fame Rooney achieved through his epic recovery; he is knighted by the Queen, who he then hugs, and suddenly the name Wayne has become the most popular choice for new baby boys. All together, it makes for a pretty remarkable viewing experience.

From an aesthetic stand point, the ad is a home run; the fast-paced sequence of dramatic images is a real treat for the eyes. And since its release on May 20, it’s become an Internet sensation, filling up Facebook news feeds, taking over Twitter tweets, and racking up 16,000,000+ views on YouTube; it has definitely gotten a lot of attention. But, it should be noted that all this attention is not good attention – its content has become quite controversial. Both fans and critics have taken to the blogs to express their opinions emphatically about the ad’s success or failure, creating an Internet-wide debate.

On one side, fans of the ad say it captures the tension and excitement of the game impeccably, recognizing the immense influence these all-stars have over the sport, from their ability to attract die-hard supporters for their teams, to their unique ability to make big things happen on the field. But the critics argue that this is the ad’s downfall. Soccer, they claim, is a team sport that depends on the cohesive action of all eleven players on the field, not just the flashy moves of one player. For these soccer enthusiasts, Nike is giving soccer an image that is all about the glitz and glamour of fame off the field, instead of focusing on the strategic, tactical, and physical genius that takes place on the field; in their eyes, Nike missed the point completely.

Personally, I think the ad is a hit. It’s entertaining, with a touch of humor, and is definitely addictive – it’s one of those videos I find myself showing to my friends on a regular basis. But what I like best about the ad is the way it branches out beyond the realm of soccer and incorporates aspects of current popular culture in creative ways. Ronaldo is immortalized in everyone’s favorite yellow cartoon as Homer pronounces his name with his famous “doh!” catchphrase at the end. As a kid who grew up watching the Simpsons almost every night, this short clip is refreshingly clever, bringing together an old favorite sitcom and a highly anticipated, televised sporting event. My favorite clip though, is the one of Ronaldinho performing his step-over move repeatedly as he tries to outsmart a defender and go to goal. Already humorous considering Ronaldinho’s absence from the tournament, this clip illustrates the move becoming a YouTube sensation itself, with its number of views skyrocketing before our very eyes (just like the ad is doing now). Ironic? I think so. This clip even reaches out to other sports fans, crossing over into basketball as Kobe Bryant uses the move as a celebratory dance on the court. It’s little nuances like these that make the ad one of the best I’ve seen in a long time.

But whether it’s loved or hated, it’s gotten people talking – even I have joined the big debate – and with all the hype that comes with the World Cup, it’s no surprise really. But if you think this debate is a heated one, just try putting a Brazilian fan and an English fan in a room together and let them argue about which team is better. That’s when sparks really start to fly.

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About Author: Hannah Wilber is a Junior at William Smith College and an intern at Dixon Schwabl. She is a studio art and political science double major, with a minor in peace studies. When she is not playing soccer for the William Smith Herons or assisting with equestrian competitions at West Wind Farms, Hannah is usually out enjoying all that Seneca Lake has to offer, from pick-up volleyball games to paddle boat rentals, or even just finding a sunny spot to enjoy a book. “For me it’s all about persistence; if you want something you’re going to have to work to get it, and the satisfaction of achieving what you set out to do is sometimes better than the actual achievement itself”