For its soccer-inspired 'Believe' initative, sportswear giant Nike produces an animated campaign that features famous football player Christiano Ronaldo. The promotional project actively channels meme culture and seeks to leverage its appeal to reach a wider audience with clever humor.
The animated campaign zeros in on Ronaldo, who recently "made history" during the 2018 FIFA World Cup as he became the "second-highest goalscorer in men's international football." The promotional videos are named 'Ronaldo VS Ronaldon't' and tackle the question of how the player keeps his head in the game at all times.
Nike's animated campaign videos juxtapose confidence and doubt, as the player is having an internal monologue during the game. The first short envisions Ronaldo 'Talking to the Ball' and the second expands on the soccer player's career-defining goal — 'That Bicycle Kick.'