The strange and embarrassing case of Cole Palmer: in the Nike ad for the World Cup… without going there
By OnzeActu · · 2 min read
Nike broadcasts a short film bringing together stars and celebrities where Cole Palmer represents England, while the Chelsea player is among those absent from the selection for the tournament.
An embarrassing situation, to say the least, hits Nike on the eve of the World Cup in North America. In the American giant's new spot, entitled "Rip the script", the brand lines up an XXL cast - from Cristiano Ronaldo to Kylian Mbappé via LeBron James - and chooses Cole Palmer as the sole representative of English football.
Problem: the 24-year-old attacking midfielder from Chelsea was, according to the original article, excluded from CT Thomas Tuchel's call-ups for the tournament, and will therefore stay at home. The irony of the situation is obvious: present at the heart of a global campaign but absent from the competition fields.
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The six-minute short film mixes sports and pop culture icons — Kim Kardashian, Travis Scott, and even Jason Sudeikis as Ted Lasso. In a very notable sequence, Palmer appears alongside rapper Central Cee on an icy set, a direct allusion to his now famous celebration, “Cold”. The plot sees the mysterious figure “KM10” refuse to follow the instructions of a producer, pushing the champions to improvise their own film in “wild” settings. In the end, it is Palmer who brings the group, backwards, back to the original set: a scathing metaphor for a central media place... without a presence on the ground.
While Mbappé prepares to make his debut in this 48-team World Cup – which kicks off next Thursday with Mexico facing South Africa – Palmer has chosen to disappear. He was photographed in Ibiza, partying at Wayne Lineker's Ocean Beach Club, sitting on a sofa surrounded by bottles of vodka, in summer outfit (white tee, camouflage shorts and gold chain). A cliché which demonstrates a desire to distance one's thoughts from the disappointment linked to the World Cup.
It remains to be seen what media impact the campaign will generate for Nike: a successful global showcase on the marketing level, but tinged with embarrassment in terms of the sporting message, with a player highlighted even though he will not be present on the biggest stage of world football.