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“Winner Stays”, Featuring Ronaldo and Neymar, Tops List Of The Most Exciting Nike Football Ads of All Time

Ahead of EURO 2024 kick-off, creative effectiveness platform DAIVID ranks sport brand’s most exhilarating soccer ads; “Nice To Beat You”, “Airport” and “Write The Future” also in top 10

Barney Worfolk-Smith

Barney Worfolk-Smith

13 Jun 2024

LONDON – June 13, 2024 – World Cup 2014 ad “Winner Stays” is the most exciting Nike Football ad of all time. 

That’s according to new research from global creative effectiveness platform DAIVID, which ahead of EURO 2024 has used its advanced content testing platform – which measures the emotions people feel while watching ads – to identify the most exhilarating soccer campaigns from the iconic sports brand. 

“Winner Stays” – launched in the build-up to the 2014 Men’s World Cup in Brazil and featuring global football legends Cristiano Ronaldo, Wayne Rooney and Neymar – finished top after generating more than twice the amount of excitement from viewers than the average ad. 

That put it just ahead of “Nice To Beat You” , a spot created for the 2023 Women’s World Cup featuring USWNT star Sophia Smith, and EURO 2008 ad campaign “Take It To The Next Level” in second and third respectively. 

Nike’s iconic “Airport” ad, which features the 1998 World Cup Brazil squad, and “Dream Further”, released ahead of 2019 Women’s World Cup in France, complete the top 5.

Other ads to make the top 10 include 2010 Men’s World Cup ad “Write The Future”, “Secret Tournament”, from the 2002 Men’s World Cup, and 2014’s “Dare To Be Brazilian”.

Ads that failed to make the top 10 include iconic campaigns “My Time Is Now” (13th), ”Good V Evil” (15th) and “Park Life” (22nd).    

 

The Most Exciting Nike Football Ads of All Time – DAIVID

RankYearCampaign    % intense excitement
12014Winner Stays    20.3%
22023 Nice To Beat You – Sophia Smith    19%
32008Take It To The Next Level    18.9%
41998Airport    18.8%
52019Dream Further    18.7%
62010Write The Future    18.6%
72002Secret Tournament    18.5%
82014Dare To Be A Brazilian    18.4%
92014Risk Everything    17.4%
102022Never Settle, Never Done    16.9%

 

Ian Forrester, CEO and founder of DAIVID, said: “Nike’s pre-tournament campaigns have become essential viewing in the build-up to big footy tournaments, so the bar is really high. But ‘Winner Stays’ manages to really set pulses racing by not only featuring some of the sport’s greatest stars, but also by making it very relatable. It draws an intense response from viewers by making us think about our childhoods playing football with our friends and dreaming of playing with our favourite stars, reminding us why we fell in love with the game in the first place.”  

Based in London, DAIVID, uses a suite of technologies – including facial coding, eye tracking and computer vision – to help advertisers optimise the business and emotional impact of their ad campaigns. Clients include Mediacom, Omnicom and ADK Marketing Solutions.

In today’s content-saturated, always-on world, DAIVID’s suite of solutions helps marketers cut through the noise, enabling them to evaluate and improve the effectiveness of their creative at scale. The platform empowers brands, agencies and influencers to ditch the guesswork and measure the effectiveness of their content quickly and accurately across a range of different platforms, formats and channels.  

Conclusion

Methodology

DAIVID’s list of the most exciting Nike Football ads of all time was created using the company’s suite of content testing solutions, which uses facial coding, machine learning and survey responses to measure people’s emotions while watching ads. They are then categorised through the company’s proprietary DAIVID 39 framework – created using the world’s most advanced academic studies on emotions. Altogether, 1,021 respondents took part in the study. Ads were ranked based on the average percentage of viewers who felt intense feelings of excitement.

To find out more about DAIVID, click here

 

About DAIVID

DAIVID is a global tech platform that enables advertisers to evaluate and improve the effectiveness of their creative at scale.

In today’s content-saturated, always-on world, DAIVID helps marketers cut through the noise. The UK-based company empowers brands, agencies and influencers to ditch the guesswork and measure the effectiveness of their content quickly and accurately across a range of different platforms, formats and channels.