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For most citizens of Latin America, soccer is almost a religion, a way to escape the chaos of daily life. Bicoastal Park Pictures director Lance Acord infiltrates the culture in this adrenaline-charged 60-second spot for Wieden Kennedy client NIKE, by dropping star Latin players into the chaos of São Paulo, Brazil and Madrid, Spain, and turning on a camera. The commercial opens on a clock striking 5am and Sergio “Kun” Agüero (Club Atlético de Madrid, Spain) lighting a flare that sets-off fire alarms, causing sprinklers to rain down on a roomful of sleeping players. The players rise with a start and in a mad dash grab their cleats and scramble out of their smoke-filled dormitory, spilling into the streets. Acord’s disquietingly gritty, documentary style puts viewers on edge, yet connects them to the players’ hunger for success in this fiercely competitive sport. Coaches and players, who’ve seen young star athletes rise and fall, put this next crop through the mill, pounding home the message that every minute, every day, this is how one plays their way out of anonymity.

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