Writing a future that'll live long in the memory

Kick Off.

Just over a year after Nike recruited Guy Ritchie to challenge us to Take It To The Next Level from a player's perspective, they're back.

This time, they are encouraging us to Write The Future.

In what I can only describe as pure genius, the new ad features the usual sponsored suspects like Fabio Cannavaro, Ronaldinho - arguably doing more step-overs in 15 seconds than he's done all season for Milan - Didier Drogba and Cristiano Ronaldo. Though the highlight has to be the clever and creative stand-off between Franck Ribery and our own Wayne Rooney.

The scenario is split two ways.

In the first, Rooney faces off against Ribery but comes off second best. This quickly spirals out of control and turns into another national disappointment. The end of poor Wayne's career with our press doing what they do best - destroying him via headlines.

In the next scene he's filmed as a miserable groundsman, and then emerging from his caravan home a la Jason Flemyng in Snatch, out of shape and wearing a vest, with an almost Amish beard not quite hiding his shamed face.

In the second scenario, he makes the tackle that puts an end to Ribery's attack. England subsequently go on to prevail and Rooney is a national hero. This again spirals out of control, to the point where he is Knighted over night, and we see a hospital ward full of newborns, all tagged 'Wayne'.

Half Time.

Of course, there are cameos throughout from superstars including Cesc Fabregas, Landon Donovan and even Kobe Bryant and Roger Federer (being humiliated by Sir Wayne at Table Tennis). I can't be sure but I think Pele may also make an appearance as a security guard near the beginning? However, best of all is undoubtedly the appearance of Homer Simpson being nutmeg'd by Cristiano Ronaldo in his own doorway. D'oh!

There is also a really nice touch just over half way through where we see the ad drumming up hits on YouTube. Inevitable, and brilliantly mimicked.

I'd like to personally thank the always brilliant Wieden+Kennedy Amsterdam, for supplying me with quite possibly the most entertaining 3 minutes I've had this year. And most definitely the stand-out TV ad of 2010 so far.

Enjoy it as much as I did, here http://www.wk.com/campaign/write_the_future

Let's just hope our lads give us a bit longer than 3 memorable minutes in South Africa!

Full Time.