More boom from Nike.

First ad for 2011 here might as well be from Nike. A hockey guy I am not, but I hear it’s popular up that way, eh? The lads are shown preparing for the 2011 IIHF Junior National Championships and story of playing against future teammates. Plus, it has an arty B&W look with minimal score, so you know Nike is serious about hockey. Although, after listening to it, I’m about to throw out the first criticism of 2011. Unlike humorous spots, why do the majority of athletes in dramatic ones like this come off sounding like they’re reading a script more than ever? It never came off as forced in the past. Happy new year.