Olympic gold medalist Simone Biles is featured in a new Powerade ad kicking off the brand's Paris Games plan, which includes a "creative campaign featuring a team of international athletes, an Olympic Village activation and a limited-edition new product, Powerade Gold,” according to Jon Springer of AD AGE. The Biles ad, called “The Vault,” opens as a “cacophony of media noise surrounds the athlete.” She "tunes it out and begins her vault routine, only to hear her own voice reflecting on her struggles.” The creative ad was filmed by Somesuch director Kim Gehrig, with the campaign created by WPP Open X. Powerade’s roster of international athletes -- including French cyclist Mathilde Gros, Dutch cyclist Harrie Lavreysen, South African soccer player Linda Motlhalo, South Korean soccer player Ji So-Yun and Australian surfer Tyler Wright, among others -- will "also be featured in the campaign." Powerade Gold -- a limited-time product featuring a "unique blend of golden fruits” will be available around the Paris Games, which begin July 26. Powerade’s Olympic campaign “will be seen in 28 countries including the U.S.” (AD AGE, 4/11).
MIND, BODY, SOUL: ADWEEK’s Brittaney Kiefer noted although it is a longtime Olympics partner, Powerade is “taking a different approach” to the Paris Games with its “crossover discussions about performance and mental wellbeing.” In the Olympic Village in Paris, Powerade will “host an experience for athletes enabling them to prepare mentally and physically for competition.” The area will “provide an environment for recovery, virtual reality visualization practices and safe spaces for conversations about mental health” (ADWEEK, 4/11).
