Powerade has kicked off its latest creative campaign featuring the most decorated American gymnast in history Simone Biles who is preparing for the upcoming Paris Olympics 2024.
The Vault draws inspiration from Biles, a six-time World all-around champion. It takes viewers on an emotional journey as the great gymnast embraces the challenges and expectations of being a professional athlete.
Matrona Filippou, President, Global Category – Hydration, Sports, Coffee & Tea, said their inspiration for the new campaign is rooted in the very real, very human experience of learning to navigate the setbacks and successes of life. “Powerade has always been committed to empowering athletes and we are thrilled to be partnering once again with Simone Biles, someone who has been transparent about how taking a pause is not an act of weakness, but rather an act of courage and power. We’re excited to bring this mindset to the Olympic Games and continue supporting athletes in the pursuit of balancing mental and physical fitness.”
Gui Glezer, senior director, global creative – hydration, sports hydration, and tea, said they are honored to partner with an incredible roster of athletes to share their stories of strength and promote a positive message that transcends any arena. “We hope our campaign encourages athletes everywhere to recognize that success and resilience come in many forms that ultimately make us stronger.”
Guillermo Vega, global creative network lead for WPP Open X at Ogilvy, said their goal was to highlight an incredibly meaningful story, shaped as a visual tale full of details and insights. “We took a thoughtful approach to ensure we captured Simone Biles’ voice and powerful perspective, given how central it is to the creative idea. This work serves as a reminder of how intentional moments of pause and refocus can empower us.”
The Vault, directed by 2023 Emmy Award winner Kim Gehrig, features Biles preparing to practice a vault amidst a backdrop of media commentary. She begins her routine, and flips in slow-motion as the voiceover shifts from the commentary about her athletic performances to Biles’ own voice.
This reflects her decision to ‘take a pause’ against scenes from the personal moments in life that matter the most. The Olympic gymnast reminds herself to ‘do it for the little girl’, landing as a young admirer looks on from the stands, inspired by Biles’ determination.
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