Future tense.

Already an eleven million-plus viral Youtube hit, the centre piece of W+K's Nike 2010 World Cup campaign is a three-minute spot built on the tension surrounding the future impact of success and failure on the pitch – with a good or bad pass or tackle – with players' lives off the pitch.

The likes of Wayne Rooney and Ronaldo flash-future themselves into the colourful lives of national heroes and villains in scenarios that include an English trash trailer park, a maternity ward, a South American shopping channel, an episode of The Simpsons and Youtube itself, and cameos that go further to prove – Pepsi take note – that with the right level and tone of drama a commercial can successfully host a roster of stars.