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Nike make blood boil
Described as “offensive’, ‘exploitative’, “over aggressive” and “tacky”, Nike’s latest advertisement, featuring Wayne Rooney doused in red paint, immediately came under fire, with the Advertising Standards Authority receiving complaints shortly after it appeared to celebrate with the player’s return to the team. Some considered the visual too similar to a blood soaked crucifixion scene, although this was not the intended interpretation.
Nike apologised for any offence the advertisement may have unintentionally caused - the abstract image was simply a representation of the flag of St George and echoed the face painting done by so many fans to support the national team. Complaints were few and there was also positive reaction, with numerous requests for Nike to produce the advertisement as a poster. Unfortunately, the brand does appear to have scored an own goal with what was intended as a rousing “battle cry” image as the launch also co-incided with the first outbreak of World Cup violence involving English fans in Germany. Some felt the image simply highlighted the aggression that football has tried so hard to control.
