Reputable sportswear brand Nike debuted a back-to-school commercial showcasing backyard football games amongst families, including athlete ambassador Virgil van Dijk. The ad was a part of Nike’s ongoing “Never Stop Playing” strategy.

The Nike Kids ad, directed by India Rose Harris, produced by production company Kode, agency Soursop, and changes the mundane and banal into something vibrant and lively. The Dutch defender van Dijk, who plays for Liverpool FC, and his children are highlighted in a number of charming films that showcase joyful moments from typical family life in an effort to encourage millennial parents.

With the use of OOH materials at the majority of the company’s flagship Nike stores and videos that were streamed on Nike.com and social media, the marketing explosion was disseminated across all Nike EMEA platforms.

Many of the films and images in the campaign were inspired by the tagline, “finding the magic in the mundane through sport.” Rather than focusing on kids wearing their brand-new shoes and uniforms, as is typical with school starting again, it emphasizes the pleasures of the end of summer. Families are seen transforming tedious tasks into enjoyable hobbies, demonstrating how daily activities may be transformed into sports.

The Van Dijk family is caught on tape as the massive center is back gardening on a Sunday, transforming mundane yard maintenance into an entertaining football game.