Call it a chilling indictment of modern sport if you wish but there's no doubt that Nike's big football campaigns are often as memorable as the events that they celebrate. The cage, the airport, the Brazil vs Portugal battle. It may not be sport as we once knew it, but those Nike ads are iconic at this stage and there's no point in denying that when it comes to putting together a promo around a major tournament, Nike are masters of their craft.
So with that in mind, they were never going to let Euro 2016 pass without making a bit of a splash.
Presenting 'The Switch'. Not so much an ad and more a six minute film which somehow manages to massage Cristiano Ronaldo's ego and actually be entertaining at the same time.
To borrow the vernacular of the day, Nike 'dropped' the ad this morning and it's racking up the views at an incredible rate.
https://www.youtube.com/watch?v=scWpXEYZEGk
