In 2008, Ritchie directed "RocknRolla", for which he also wrote the screenplay. Set in London, it tells the story of a crew of gangsters, a rock star and some powerful players, all connected to each other throughout the film. It stars an ensemble cast of Gerard Butler, Tom Wilkinson, Thandie Newton, Mark Strong, Idris Elba, Tom Hardy, and Toby Kebbell. "RocknRolla" was released on 5 September 2008 in the United Kingdom, reaching number one at the UK box office in its first week of release. It was generally well received; Rotten Tomatoes gave the film a 60% rating, stating, "Mixed reviews for Guy Ritchie's return to his London-based cockney wideboy gangster movie roots, but most agree, it's a step in the right direction following two major turkeys". In that same year, Ritchie directed a television commercial for Nike called "Take It To The Next Level", about a young Dutch footballer who signs for Arsenal, showing the progression of his career from the beginning, through to his debut for the Netherlands. The commercial includes appearances from Cristiano Ronaldo, Cesc Fabregas, Ronaldinho, Wayne Rooney, and Ruud Van Nistlerooy.