Situation:

People need reminding that they are enough.

Brief + Objective:

Show examples of people overcoming fear and self-doubt to gain confidence to finish no matter the outcome. It's not the win, it's getting to the proverbial finish line.

The idea was to show that no matter how hard things get, with perseverance we can all overcome the hardest obstacles. We see several vignettes of athlete from all walks of life hitting a wall before taking a deep breath and pushing through the pressure.

The brand feels secondary in this spot. We are focused on the emotion of our heroes. They become the brand rather than wearing the brand.

Audience Insights:

Everyone connects to being an underdog. Everyone responds to positive reinforcement.

Community building and management approach:

With that universal feeling and belief comes community.

The result of the spot was an overwhelming spotlight on the pressures of competition. It was a unifying message that level set every race, creed, gender & age. The scope of our direction was to make sure the track echoed the message of persevering to get the best result possible under pressure EVEN if it isn't the BEST result possible