PowerAde's steps to success
For its March Madness campaign, the brand, through Ogilvy, builds upon its commitment to college sports by showcasing the gruelling workouts, setbacks and sacrifices it takes to climb the sporting ladder.
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Credits
powered by
- Agency Ogilvy/New York
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Credits
powered by
- Agency Ogilvy/New York
- Group Creative Directors Peter Nordstrom
- Group Creative Director Jonathan Yurek
Credits
powered by
- Agency Ogilvy/New York
- Group Creative Directors Peter Nordstrom
- Group Creative Director Jonathan Yurek
Lots of brands like to associate themselves with the struggle to become the best of the best, so it's always nice to see a spot that gives the topic a distinctive look.
Created by WPP OpenX and led by Ogilvy New York, It Takes More To Get This Far follows a young athlete through the steps (literally) it took to get to greatness, bouncing between timelines in a novel way.
Directed by Fela's Jackson Tisi, the film uses slow-mo, lighting cues, and rapid edits to tell an impressively complex story in its short 30 seconds.
“The story isn’t new; it’s classic: an undersized athlete fighting through adversity and injury," explains Group Creative Directors Pete Nordstrom and Jonathan Yurek. "The story has a simple construct: a step on the ladder, then a step in his journey. Step, journey, step, journey.
"We worked with director Jackson Tisi to make that repetition and the transitions fresh and unexpected – especially because we knew we also wanted to create multiple timelines, to show the player as a kid, in high school, in college and how those timelines impact each other, creating a surreal vibe and building to an epic climax.”
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