The :60 TV spots, directed and produced by Cary & Jon for Nike’s Joga Bonito campaign, was created with the intent of prompting web users to generate their own video segment and submit it to the world’s longest soccer chain.

Filmed across ten states, each video started with a soccer ball entering at the left of frame and eventually exiting at the right — a simple action that could easily be adapted and then filmed by others, with the results eventually edited together to make the chain extend even further.

These ads were broadcast during the World Cup.