As the 2023 FIFA Women’s World Cup readies for the championship match, this spot from Nike captures the celebratory spirit of women’s soccer and its impact on the culture. Nike’s “Joga Pra Sempre” (“Play Forever”) features the Brazil Women’s National team in a quick-cutting, invigorating and playful homage to the players, the fans and futebol. The spot is directed by Sarah Chatfield via Domo Producoes for Wieden+Kennedy Säo Paulo.
“My mission is always to empower women and shoot them through a lens that makes them seem heroic,” said Chatfield, who’s repped for commercials in North America by Station Film. “The thing about the spirit of futebol in Brazil is that there’s always been such a rhythm to it in the way that they play. There’s a passion and a sense of joy around the game that goes further than the rest of the world. Wieden+Kennedy Säo Paulo came to me with a killer idea, and we developed and added things along the way. They were incredible to work with, it was a love affair from the word go.”
Among the spot’s most memorable scenes features Brazil’s Ary Borges–who scored the first hattrick of the Women’s World Cup last month–sailing over a conference room table much to the chagrin of a bunch of “suits” in a meeting. You’ll also catch starstruck bell boys and hotel guests who can’t quite believe their eyes.
