• Language
    • ENGLISH
    • GERMAN
    • SPANISH
    • FRENCH
    • ITALIAN
    • JAPANESE
    • PORTUGUESE
    • CHINESE
    • RUSSIAN

Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?

Creative

Nasty Football Says 'Nice Guys Finish Last' in Nike Spot Tackling Toxic Masculinity

Riff Raff’s Rich Hall teams with Wieden+Kennedy London on spot featuring an out of touch ball

Nasty Football Says 'Nice Guys Finish Last' in Nike Spot Tackling Toxic Masculinity

Nike and Marcus Rashford are waving the offside flag at toxic masculinity in football. 

‘Nice Guys Finish Last’ is the latest spot directed by Riff Raff’s Rich Hall for the brand; this time through Wieden+Kennedy London and with something different, and incredibly important, to say. 

Featuring an out of touch ball dishing out the advice of old, this nasty character is satisfyingly booted out of frame mid-sentence by Rashford who heralds in a new era of football – one which will not stand for this old school way of thinking.

Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
NIKE

Sports Marketing: Ben Harris

WIEDEN+KENNEDY LONDON

Creative Director: Patrick Treacy

Creative: Aaron Skipper

Creative: Tom Corcoran

Producer: Matthew Ellingham

Account Manager: Matt Whiteside

RIFF RAFF FILMS

Director: Rich Hall

Owner: Matthew Fone

Exec Producer: Tom Berendsen

Producer: Jay Lovelock

Manchester Line Producer: Michelle O’Brien

DOP: Benjamin Kracun

1st AD: Rob Thorpe

Production Designer: Jane Carroll

Costume Designer: Emma Edwards

Production Manager: Laura Duffy

Puppeteer: Steve Clarke

Puppet: Asylum

Editor: Ben Corfield @ Stitch

Edit Producer: Kirsty Oldfield

Post Production: Black Kite

Colourist: Richard Fearon

Post Producer: Tamara Mennell

VFX Lead: Andrew Curtis

Sound: 750

Sound Designer: Sam Ashwell / Jake Ashwell

Sound Producer: Martin Critchley

Category: Clothing and Fashion , Sportswear

Genre: Dialogue