Created by Wieden + Kennedy London and directed by Riff Raff Films quartet Megaforce, this ad for Nike won hearts and created a whole lot of social media buzz

The film opens with Londoner Skepta going into an off-licence soundtracked by his track Shutdown, before mutating into a three-minute, braggadocio-filled, whistle-stop tour of the city through the eyes of no fewer than 258 young footballers, runners, ice hockey players and other athletes who call the city their home. Shot across the capital in Dalston, Peckham and Brixton, the film also features cameos from sports stars, musicians and other big names, including footballers Harry Kane and Alex Iwobi, England football manager Gareth Southgate, athletes Dina Asher-Smith and Mo Farah, and grime artists Giggs and Kano.