“Winner Stays” tops list of most exciting Nike football ads of all time


World Cup 2014 advert “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 five.

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

Altogether, 1,021 respondents took part in the study, looking at 22 ads. Ads were ranked based on the average percentage of viewers who felt intense feelings of excitement.

The Most Exciting Nike Football Ads of All Time – DAIVID

Source: DAIVID.

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.