The debut of “Pause Is Power” featured Biles and other athletes who were taking breaks. But that ad had a more lighthearted tone, with humor and a scene of Biles treating herself to a manicure.
With this work, “We felt that we needed to actually show the emotion, vulnerability and also the courage—that it’s OK to pause and take time out; it will help you come back stronger,” Filippou said. “That vulnerability and courage enabled us to take a more serious and emotional look at the work.”
Emmy Award-winning director Kim Gehrig directed the commercial through production company Somesuch. Gehrig brought “the human art into the story,” Filippou observed: “You can actually relate to the film, whether you’re an athlete or just someone going through something in your own personal or work life.”
The global campaign will launch in 30 markets. It was created by WPP Open X, led by Ogilvy and supported by EssenceMediacom, David Miami and VML, along with Altereko and Form&Fun.
Building on a legacy
Powerade’s origins lie in the Olympics, since Coca-Cola released the beverage in 1987 and it became the first official sports drink for the 1988 Seoul Games.
Although it is a longtime Olympics partner, Powerade is taking a different approach to the 2024 Paris Games with its crossover discussions about performance and mental wellbeing.
Along with the film about Biles, the brand will spotlight personal stories from its roster of international athlete partners, called Team Powerade, who include Chilean swimmer Alberto Abarza, New Zealand soccer star CJ Bott and French cyclist Mathilde Gros, among others.
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.
The brand will also introduce a limited-edition new flavor for the Games, called Powerade Gold.
By elevating stories such as Biles’, Powerade is hoping that its campaign stands out because “it’s a lot more real than saying, ‘Here’s another product, let’s talk about performance,’” Filippou said. “This is an opportunity for Powerade to not just be an ordinary brand; this could be an iconic moment.”