Once upon a time, there were Nike commercials. Joga Bonito, the Cage, the Colosseum we all remember them as marketing icons at the beginning of the millennium. For some years, Nike ads have not reached the expectations set by previous commercials, but with the new campaign 'Nothing Beats A Londoner', perhaps the Swoosh is returning to the old levels. The spot is dedicated to London and does not focus on a single sport, but rather on the competitive vibe of the City. The ironic style, photography and the montage recall the style of British director Guy Ritchie (the Snatch, Sherlock Holmes, Lock & Stock).