Vancouver 2010 just ended and advertisers are on to the next big thing, Fifa 2010! We are soon to see a lot of soccer centric campaigns coming our way. Powerade has already created a cinematic masterpiece as part of its 'Keep Playing' campaign. I am not a big soccer fan (football for you English folks) and you don't have to be either to enjoy this wonderfully crafted piece. The inner-thoughts concept adds a new dimension to video viewing, you can actually see a separate video about what the athletes are thinking, and you are returned right back to the program, where you left off. Sapient Nitro is the agency behind this, same folks who created best job in the world campaign and won at Cannes last year.
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