W杯特集：adidas vs Nike【後半戦】『RIP THE SCRIPT』の革新性

#39 | いよいよ開幕するFIFAワールドカップは、地球上の約15億人が同じ映像を同時に目撃する巨大イベントだ。通常のテレビCMでは決して届かない規模の「文化的同時性」が生まれる瞬間。そんな環境で"勝つ"ために、スポーツブランドもまた「4年に一度の決勝戦」に挑んでいる。今回は、対するNikeが発表した3ヶ月の統合キャンペーン『RIP THE SCRIPT（台本を破り捨てろ）』の革新性にフォーカスする2nd Half。過去にNikeの仕事に関わってきた二人がadidasとNikeのクリエイティブを徹底解剖する、クリエイター／マーケター必聴の第39回。

【Nike: RIP THE SCRIPT (2026)】
https://youtu.be/IyZ1WIua_1s?si=rIexlUQNdIWTc8F-

【Nike: Airport '98 (1998)】
https://youtu.be/mGalnbiGDW4?si=kJGiT4lOv5TjSlYz

エピソードの中で言及したビジュアル情報を、インスタグラムにも投稿しています。ビジュアルを見ながら聴くと、さらに楽しめるので是非フォローを💪

THE "CREATIVE" UNITED | Instagram
https://www.instagram.com/the_creative_united/

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前回に引き続きの2nd Half／Nike『RIP THE SCRIPT』を徹底解剖／ワイデン+ケネディが発表したスローガン「Time to go off script（脚本を捨てるとき）」／クリスティアーノ・ロナウド、キリアン・エンバペ、アーリング・ハーランド、ヴィニシウスが登場／キム・カーダシアン、トラヴィス・スコット、Central Cee、BLACKPINKリサもカメオ出演／12週間のフットボール・キャンペーン／その後公開されたシネマティック映像『RIP THE SCRIPT』／過去のコンテクストを重視した構造／Nike Footballのレガシーを最大活用／生成AIの影響も大きい／”サッカーママ”としてのキム／リアル生活とリンクさせるナラティブ／Appleドラマのテッド・ラッソとFortnite／戦術面が先行する現代サッカーへのアンチテーゼ／データ至上主義への反発／縦型と横型映像／巨大な撮影所をメタ的に使った構造が素晴らしい／Nike Football Universeの入り口になる／180本以上のショート動画が派生していく／多様なクラスタが楽しめる入れ子構造／つまらない正義に抵抗する／ヴィニシウスのシーンは過去の名作「Airport ’98」のオマージュ／エリック・カントナはなぜ船に乗っているのか／カンフーキック事件／クリスティアーノ・ロナウドとレブロン・ジェームズ／GOAT’s Goodbye／膨大なリサーチを可能にする生成AIの貢献度／イースターエッグと考察ブーム／過去のレガシーも含めたFootball Universe／異端のGKホルへ・カンポスが登場する意味／adidas『BACKYARD LEGENDS』を観てコピーを変えた？／Toma el Juego（ゲームに挑め）／名もない少年を飛び越えるハーランド／アスリート至上主義への帰還／キャストとの共同プロモーションになっている／リアリティショー時代のナラティブ／カンヌ広告祭でフィルム部門を獲るのはadidas、チタニウム部門を獲るのはNike／いよいよW杯も開幕／寝不足必至の1ヶ月、ぜひ一緒に楽しみましょう！

Hosted by
伊藤直樹 (PARTY代表 | Creative Director)
濱田小太郎 (Editor)

Cover Visual: kuno.fell.asleep
Sound Design: 村井 智

🏟️ご意見やご感想はコチラまで
creativeunited.fc@gmail.com
#思暴

Transcript

SPEAKER_01 0:18

The creative united though. Creative Kalcha Technology Noshenkara se kinda to walk speculative sports pod to castodis. Hi, Konka Miroskonchmas. Hi Roskonchmasekino, Makohento y Khanzina Saga, Yoyo, Semata, Hifa, Walukap, Oktua Kaino, to siri nostito, maftatsino ni daikoto, sports brando, nidaikoto, no naike adidas ga doita, the katso, kunich mokuste, katare, ma co hento yukatachide, konka Nike, na honichim kushte katati kibato, you noti mas Hypno, but I'm not a good thing. Time to go off script up. Y Hongkon Yakisto A message of dashato. Masrito, Kurieta, at a musician, Hajime, Pulalo de Satish teo, Matanjini Bizero to say Instagram to kade, happy sati to anskeo, de curuga, ga cerito dicto, eh sano Ronaldo, atua mape, haranto, Biniciusino, anoracencia maske call palma toca. Hi. That are legendo a k dicto, Ronaldo Junior, toca at a way in dunes, eh? The Kalucha Tekina Jinsen Dicto, Kimikacia, Torabisis Scotto, at a Serena Williams, Tinespriano, Serena Williams, N Vriano, Rebulon James. At UK Rapa Central She at a brake pink, I'm not going to be a good one. You can't just neckance. So the sankara Hajima cuts. Eh no e cogits. Taika in atonoid coggets.

SPEAKER_00 3:58

So no casdira Nike or Side Q no mm siems.

SPEAKER_01 4:06

So ne? Hi.

SPEAKER_00 4:30

So to Kaku no context or you carry why the end of Kennedy mo the stuff she then some more mo I shall nice. So no Mukashina Nikex to Hiroti no. Imano Fujinti Navakana is database cash tete. The Imadokiso.

SPEAKER_01 7:00

So Eba Castodikto can't on a de dictaituka. The Uchinamusco Anoizo Mite, Mishashako Sitano Ga, the Fortunaito, no Kamio Tekini. Initiates no skin ga. So you like a carricha mean makubasimita to go more. So the book can reap the script.

SPEAKER_00 9:03

Hi hi ha. So you uh no other tomorrow. So you not to acrobatic and a prejazu motomero mitina, cotodekantu, show joking ashin de sorte madeta shijo shuggino. So conof senior shinka.

SPEAKER_01 9:44

Okay, so mobile mitas on Instagram. Um there Sasha but mob penal by skir kick in a shimba deva tatigata. So so so by skirkick deca good to yazirika dich de Kokara you could a mirimita, you I do cup is on the thing cast at de Moso is go, Tokuromo ya party, use a matoku in a party. Waka said I pissed, mina paris of the insta de kizukimita to Ikina insokromosigo I natuur.

SPEAKER_00 10:26

Dokusino you my u X UI in UI. So no Tati tatika, yokoni yokodem tatigata dogana dogana sweeting are code meter nakana comoshuna miesa no music ku video de Hi. Tati nana ni yoko demitigred you uh Ano misekatawa kekomosu. Ma kure jijo de totiru kara tatted misere nite you know oh. So you not do Jijo amikisasina.

SPEAKER_01 11:21

So this eh. So you took a conde too.

SPEAKER_00 11:48

Nike no harukani or marbus.

SPEAKER_01 12:00

So this nah.

SPEAKER_00 12:01

Tabin sold. So behind the she conzeito na tayona. Eh shutinansio. Sat's to you. No de so gako behind the shikujani ska teka kon dina to you ni o moi maza. The tabuns korewa no pura zenka yet uh campaign at tatumons kiddo. Hi ha journy issu can no.

SPEAKER_01 12:56

Time to go with script today ma join ish kan kakete with the border scripte ma communication ka mazatatos, eh?

SPEAKER_00 13:05

Hi. So the karakon sanju mecho no kastono. Tow journ is you can kakete, kaku kastono. Kumakaku diti, kto mosu junish notate. So mazwa zen sho. So so dinar zen show senskito. So you canati kanji sne.

SPEAKER_01 13:36

So the sne, brand the management high vice president, Helena Santon Santi, Kataga, to Nike mutti, masite katati rinsketo. Oh no campaign kantiwa tanyi gamin jo dakeda, naku community no diar na seca, ya sabu karajan nakanifak hai rekominagara sakinoto keta kata desto. Hanashiga, te, kodewa, tada, mi stories and akte, jibundishina monto shisanka de ki monogata. So de kosoga naike hutabori ni baseno kanga kata deshakuhachi poinjono, shoto doga, kodekara, tinkasekimas di hui t. Um nan de tadavasek na kita sanga tita, masakama matoshenakimikada shen story, gata di uhun kukara chining tata m tuhara and to ga maftarino kanke sednake nanka communication sedimua dita dim taina. Matateva soz, ne, ma se to mochino so zaketo, a person sakka mama so why ba kimika da shanasaki na she. Um tateva cord palma, macho to laxin shatanske the cord palma tho, centura shiti, my ukalans, maconopota gaso kekkoyo. Cortes no, so giosha karande telisrunsketo. Maso is a storito fashion, the boomyakudewa, so no stort storini, mega equimitana. Masounte patuak tekini, monte ynibus, ma berichinibati kinibas, or case de dona ukete ni tote dono storiga, hamatika, mitana tabu case ansarita kata chide, eko kartenga sete quinekato. E to korugama, keko kaosan andes kedo. So they o sno story matemita konkaino, maripizas kripto, tizikenakana, tikinya mutasne.

SPEAKER_00 15:41

Kore kar, e to sakita, nanikano, sakka shimpoimonunu satsu to sono behind the zashi. Hmchkasto behind the za she noga uh koitushka e zono shuni naruto ygyaktenga ote. Eto soriga wakariasku karite nga sakino, kova heto stat atoni move up in a haike ba char staji. No, you are haike that tamita soriga kesarete. Satsega childan shai mash tamitaina, vakariasi, hanashinate naga taikana mitina, potode, min na saka yadidashti, soto in tobidashti kto. So Surito Kor do Bama, Hanashoka tina, Hokan koras, naka hai to staji ofitaina, sete annak. Hokano staji of the music videon sate shita to you irikunda kotonitonangashate to yukano motion keptamita. So, you no ga irimidarite hokano stajo the atimash that you said sononaka o sak kaush tearytic to ribu shit na ide kyona. So you say not in de son story to you. Kakore ka junishukanyu tat de ko kaisarete amatar story o coda inashusno staji packaginish tende. So no kozo maisne. Uma gara sono music music videos atenitemo sulina, nanika on no tonani no stajo the sri atanokana. So, in your point. Taskani, taskani.

SPEAKER_01 17:34

Yeah, um, tinkas at Nakade. Tabu Hokano, inibas, ka hokana story no, tojosimsa dedic time tabasurigeneska. Uhso meta tekinakoso no umasa. Uh gahontoni gendai tikidashi, maniki toshino, uhito. Uh so you to corono, and I kino the pakinati to go almost.

SPEAKER_00 18:04

So the chibam metatekinanashi to ega can to kuga shak shijogi the tumor night to anashole. So this me. Hmara can't to kuga data shigin or chichat kantoga tsumara night metatekina calls on one sure. Naraho. Nano de can't yugo to kikina active message. Taskani. Ah, kedo kan to you na tsumarana, so you data obes inka. Tsumarana y kedo segito yuga. So you monitai shte. Hi hi hi hi. Korea meta message in that.

SPEAKER_01 18:54

Yananka Epagend secaido. Kekko can'tok the board and can't to kumo. Makeko nanka kaiito to gato inanka y walite. Senshinia nanka boti with monkey varite. Cozo no ma meta na cozo ni motenakati vitana to goalios. So no pep to me tana can't meet chang, yeah no country must it's all the sito naikino my mama see em chak ski de panobini su gominichta kabi no to curio ni doribero sessin de no brazer di yo gika takes the cuckoo the takes the shit there modori the cuckoo modio mjini uh no margi skaanka so so by so magenda in the modify sare take medita do the buti sewa tomu she uh so you context to mate Ronal Jin young cameo tekini so no gasakan should cameo tiki kuru she bang context to canjitano canto nasne canto. Ya can't you know?

SPEAKER_00 20:53

Kanto na de Manchester United to Nita Gini. Hi. I t mini no funkaryajat de Kaisoka to gini kanfu kickan. You mean uh dickinson. So kanhu kick kujikan toi. Anotokini itashazai kai can me t I no no sononochi atansene. Hm sonotogini kale andanti takati to Kamo Toro send ohnoa Yvashiga umini na gekumaritomot de karada. Kaijo sat tansi. Korinani oansu jimpoinat poetic kuna kotiti satana, korinanio imatito. Hm sonotoro send you no tuncio. Hm de come tino sonotoro send de umikara, sono tororu senkar nageru, so taberu, sakana, magurona no ka negido, nanko come to sulu.

unknown 22:12

So, I think that's a good thing.

SPEAKER_00 22:13

So, you can't do it. So, you go to Sorino, Dai Hong Waters are Korea Umaya that you can usually have. So the suneta no hoke. Hi. So story. She did see.

SPEAKER_01 28:22

So it's a good job. So must you hunt to it.

SPEAKER_00 29:07

Time to go off the subscripted son of the and canadi colour no message. Hi. Why go shira, shit. And the snow shinita or the sonate, yo. Sayonara diksigita khan, mitainagoto kanatomotara script champion dash tiktan. Ah, so you gotukato. You can dehigatimi dashtan dati. So ni can let a copy that time to go for the script.

SPEAKER_01 29:58

So the sneer atos go. Toma eruego, didn't know, launch salasizo. Mok tekito se wa kay saying such no, sozo se to ka ji or kidasi tamino purgamist. You yet the de Ansaigo. Mammin, sota remember la historna boarding we got the has ticket. Um there much, I did that, or so like so yeah, you remo, man or you mean uh Hanasidto, Macara de Garibal, then Yasirito, Diana. So to stay go, or is she to colo Motti Kutti can atomoske do not pray at Harland? Say oh is she to grow the Mottianska? Um to say kind of progress and acid any focus or and duga I couldn't shoot me to water sketo.

SPEAKER_00 32:03

So could they meet up to show name features to anyway zotti son or show n that are you? Sono reni up topassity, top, sonomasani, topuno asuri to gatherin' does to go to cycle cycle did not. Hi, hi hi hi. So you I should meta message.

SPEAKER_01 32:33

So none de maso and seni sankadik to my fucking shepherd message to seva, I did the script as you de So take in a sense, message him not to mind not too.

SPEAKER_00 32:53

So saying peace so double meaning not to be a good thing. So you double meaning you're not gonna say them.

SPEAKER_01 35:07

So the task oh kona momento, uh dignity cause also.

SPEAKER_00 35:24

So many other people, you can't do it.

SPEAKER_01 35:39

So that's a kidnapping. So so think as a meeting, so so so mine.

SPEAKER_00 36:15

Tadazuga Zan Shin this party. So no ship put you on to the sake of night to that so linked.

SPEAKER_01 37:03

So reality show, no bum to dictate with that daddy. Hi.

SPEAKER_00 37:42

So Ezo Toshino can say the so boom to boomong aimash te.

SPEAKER_01 39:05

Source. No, but you cause to Vazuk is an issue. Hi.

SPEAKER_00 40:04

So sneer no night, detail I sneak, uh Tino chop to meet at one. Trash Tuscani.

SPEAKER_01 40:17

Hi, hi. Take out there, Kodakara, yo, Hajimario taika in Mikete, Maconobangimo, Majim Tachidask Mori Kilevato. You in a motemason de high Zi Bangamina follows there, or Majita, Mottimas. Hi, take mouth them as a