What a smart way to use last Friday’s draw for this summer’s World Championship football in South Africa as an opportunity to make some great guerrilla advertising for Nike – the orange team’s clothing sponsor. It was made overnight by Wieden+Kennedy on Amsterdam’s Dam Square and directed by Johan Kramer. The word ‘BEZET’ means ‘taken’ and is inspired by Queen’s Day (April, 30) when the Amsterdammers claim their street market stall space the nights before the actual event by taping off an area and writing ‘bezet’. The words ‘bloed oranje’ ask the Dutch to ‘bleed orange’ for their country. Usually the ‘orange’ advertising around big football (soccer) tournaments is overwhelming and not very subtle, which makes it difficult for an advertiser to stand out. This video – distributed through Nike’s websites – is therefore well timed and with its grassrooty character (reinforced by the catchy music by Dutch electro band ‘Daily Bread’) more sympathetic than your regular over-obvious ‘orange painting’. For those of you not interested in (Dutch) football; the guy at the end is Frank de Boer – assistant coach of the Dutch team.