# Dramatic Sports Commercials Nike ‘Fate' By Ayman | Published 2008-10-11 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/nike-fate-commercial-video References: [youtube](http://www.youtube.com/watch?v=jlXRengzZoc) & [nike](http://www.nike.com/index.jhtml) [Nike](https://www.trendhunter.com/trends/scary-good-campaign)’s new commercial, ‘Fate,’ plays more like a dramatic movie than a sports ad. Directed by the talented David Fincher, the spot follows the life journey of two [pro football players](https://www.trendhunter.com/trends/travis-hunter) from the time they were still in their mothers’ wombs to their collision in an [NFL football game](https://www.trendhunter.com/trends/7-stages-of-defeat). Starting with their ultrasound scans, ‘Fate’ tells the story of how LaDainian Tomlinson and Troy Polamalu have become who they are today. It shows their hard work and dedication and the fulfillment of their destiny and fate. The commercial was done by Wieden + Kennedy (yup, the agency respnsible for the now-defunct homophobic Nike [‘That Ain’t Right’](http://www.trendhunter.com/trends/nike-thats-not-right) campaign) with Emmanuel Lubezki as director of photography. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 59% | Activity: 90% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports) ## Key Themes ### Key Themes Behind This Trend - **Dramatic Sports Commercials:** Opportunity for brands to create emotionally impactful advertisements that engage viewers on a deeper level. ### Where This Applies - **Advertising:** Opportunities for agencies to push creative boundaries and produce powerful storytelling in commercials. - **Film Production:** Opportunity for directors to apply their storytelling skills in the commercial industry and create cinematic experiences. - **Sports Apparel:** Brands in the sports apparel industry can leverage dramatic commercials to evoke emotions and connect with consumers on a personal level. ## Related on Trend Hunter - [Horror-Inspired Sports Campaigns](https://www.trendhunter.com/trends/scary-good-campaign.md) - [Next-Gen Athlete-Starring Ads](https://www.trendhunter.com/trends/why-do-it-ad.md) - [Motivational Athlete Campaigns](https://www.trendhunter.com/trends/adidas-you-got-this.md) - [Athlete-Backed Shoe Campaigns](https://www.trendhunter.com/trends/awaken-your-madness.md) - [Intense Elemental-Inspired Sportswear Spots](https://www.trendhunter.com/trends/engineered-for-whatever-ad.md) - [Football-Centric Hero Campaigns](https://www.trendhunter.com/trends/we-are-football.md) - [Caveman-Centric Running Campaigns](https://www.trendhunter.com/trends/craft-sportswear-brand-film.md) - [Empowered Athlete Campaigns](https://www.trendhunter.com/trends/why-do-it.md) - [Athlete-Starring Footwear Campaigns](https://www.trendhunter.com/trends/speed-shopping.md)