ITV manage to re-write the future!
ITV is investigating a transmission fault that caused some viewers to miss the final six seconds of the first airing of Nike’s star-studded three-minute World Cup TV ad.
The ad, which forms the centre-piece of the US sportswear giant’s big budget World Cup marketing campaign across 32 countries, debuted during the Champions League final on ITV1 on Saturday night.
However, viewers in the south of England and Wales missed the climax of the three-minute ad, which tells the story of players including Wayne Rooney and Ronaldo and the fame or failure they experience depending how they perform during a tournament.
An ITV spokesman said: “A technical problem affected play-out of a Nike advertisement for approximately six seconds to ITV1 regions in the south of England and Wales. ITV has apologised unreservedly to Nike and we are engaged in dialogue with the client regarding the issue.”
Media sources estimate the Champions League advertising slot probably cost Nike somewhere between £350,000 and £500,000.
The final five seconds ends with the global campaign strapline, “Write the Future”, and the globally recognised brand property, the Nike “swoosh”. Nike debuted the TV ad online ahead of the first television transmission.
“We have had over 5m views of the Write the Future film in the last four days on our YouTube channel alone, so we are confident that the fans knew what they were watching,” said a spokesman for Nike. “Having said that it is disappointing if ITV cut the ad before the end and we’re waiting to hear back from them on exactly what happened.”
It is understood that ITV and Nike have reached a deal for an undisclosed amount of media space as compensation for the gaffe. (Guardian)
Is it just me or is this not at all surprising. ITV appears to make blunders with alarming regularity, the error they made during Everton’s win over Liverpool in the FA Cup instantly springs to mind, when Toffees fans missed the winner scored by Dan Gosling thanks to some typically inept work from the bods at the TV station.
This mistake will cost ITV big but also helpfully gives Nike more free publicity. As if to prove this to be the case, here is the full WRITE THE FUTURE ad again below! Its a cracker.