Nike continued its creatively stunning sponsorship of Manny Pacquiao with this 1,200-sqm image. Covering the side of a former factory that looms over a national highway, it is the most extraordinary of three put up before the bout.
Originally, the words “Give us this Day” were just above the fight date. But a regulatory body deemed the line a trivialization of prayer, and disapproved it for use outdoors. It is a curious decision in an overwhelmingly Catholic country, and for an endorser who kneels in prayer before every fight and credits the big guy for his entire career.
Line or no line, we love it. We are not the only ones: the billboard packed a punch among consumers, who needed no headline to tell them what to pray for that Sunday.
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