Ad of the Day: Nike’s Disney-esque ode to fairy skateboarding legend Rayssa Leal
Knocking all stereotypes out of the skatepark, Rayssa Leal was only seven when she went viral when a video surfaced of the young Brazilian dressed as a fairy princess, landing what Tony Hawk coined the ‘fairytale heelflip’.
Rayssa Leal won silver in women’s street skateboarding at Tokyo 2020
Paving the way for a new generation of teen girl skaters, her career took off from there. Rolling into this year’s Tokyo 2020 Olympics at the age of 13 as a fan favorite, just yesterday Leal got her first medal in the sport’s inaugural appearance at the Games, winning silver in women’s street skateboarding.
To commemorate Leal’s first Olympics, Nike and Wieden + Kennedy São Paulo created ‘New Fairies’ – a Disney-esque film starring the young skateboarder.
Part of the ‘Play New’ global series, the ad shows that true magic doesn’t happen like a fairytale. It takes dedication to the sport, which transforms athletes and society.
How it started: How it's going: pic.twitter.com/CgnwTnBXEn
— Olympics (@Olympics) July 26, 2021
Using playful elements, from animated animals to the Disney Cinderella song 'A Dream Is a Wish Your Heart Makes', the ad is devised to inspire a new generation girls to be like Leal.
You can view the campaign in full by clicking on the box below. To get in touch about Ad of the Day, please email imogen.watson@thedrum.com.
