ABSTRACT
In spring 2006, Nike launched a marketing campaign ahead of the FIFA World Cup competition, which would be taking place in Germany during June and July. The campaign was called “Joga bonito” (Portuguese for “play beautifully”), a term appropriated from the description of a free-flowing style of football (soccer) made popular in Brazil as the “beautiful game.” The creative team at the advertising agency Wieden + Kennedy and director, Ulf Johansson, delivered a series of television spots hosted by former French footballer Eric Cantona, a top player for Manchester United during the 1990s.
