"Scary Good"

8 July 2025

60s

Scare tactics.

There's good and there's scary good—all Nike cares about is the latter. Led by a cross between the Front Man from 'Squid Game' and some kind of digital daemon, this 60" commercial features snippets of eight, count 'em, eight, commercials that explore the 'Scary Good' concept with gusto. Ian Pons Jewell directs the greatest hits spot, if you will.

We catch glimpses of (deep breath) Kylian Mbappé, Alexia Putellas, Ronaldinho, Giulia Gwinn, Erling Haaland, Kerolin, Sam Kerr, Cole Palmer, Salma Paralluelo, and Vinícius Júnior—players who attack, attack, attack to control the airwaves. Reckon there's too much football on TV these days? Then DAVID's got some bad news for you.

Take Real Madrid and Brazil forward Vinícius 'The Trick Reaper' Júnior, whose skills are now available to order via Late Nike Shopping. After that, why not watch a Claymation Erling Haaland dominate in a nod to 'Celebrity Deathmatch?' The launch ad also teases a commercial for a law firm with a difference: if you've been skinned by Cole Palmer in a league or cup game, call now and get the piss taken out of you justice you deserve.

UK

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