As the Euros approach, the build-up buzz is creeping in to the everyday.
Around the country, debates are raging – Two up top or 4-3-3? Where do we play Rooney? Can Dele keep a lid on it?
As a football loving nation, we love a bit of pre-tournament excitement. It’s normally followed by early tournament disappointment and post-tournament depression.
But there’s something else we’ve come to expect in the lead up to a major tournament – a sick Nike advert.
Well, this year, we’ve got another one. CR7 aka Cristiano Ronaldo features in a typically slick visual, in which he swaps bodies with an unsuspecting teen, causing miracles for the boy’s tekkers and havoc for Cristiano’s Pagani. It’s like a 2016 sporting icon version of ‘The Change Up’.
Anyway, as if that wasn’t enough, the advert also features none other than Ruff Sound pioneer, Lewisham’s very own Novelist. His song “Day Ones” with US Producer Baauer accompanies the end of the advert, sitting nicely against the fast-paced and competitive football stadium visuals.
That means that some cuff link wearing marketing executive has decided that Novelist’s distinctive style was the cool sound needed to tap into the youth. Grime’s imprint on mainstream culture continues to grow, with the new wave of MCs making their own, unique imprint.
Big up to Novelist – very, very big moves.
Words: @sjripweets