Argentine pay television sports channel TyC Sports (owned by Torneos and Clarín Group) teamed up with agency Mercado McCann to create a Tokyo 2020 TV commercial which brings to life the broadcaster’s commitment to uncovering the invisible stories behind every sporting victory.
The spot’s Spanish title ‘Desahogo’ translate as ‘Relief’ in English and the video makes Olympic sporting triumphs tangible by offering an explanation of why they burst into tears when they get on the podium.
The idea is that all the sweat that athletes work up in their intense training sessions and competitions turn into tears when the long-sought and hard-earned victory becomes reality. The proposition is that it is the beads of sweat that ultimately form the tears in the eyes of Olympic champions.
The objective behind the campaign is to drive home the brand’s message about the extreme effort and determination which makes all Olympic athlete triumphs possible.
“We are convinced that one of the most beautiful things about the Olympic Games are the individual stories behind them and that spectators unfortunately do not get to see with their own eyes,” explained Mercado McCann CCO Nico Massimimo.
Comment:
This was one of our favourite traditional Olympic ads anywhere in the world and the spot is shot in an exquisitely beautiful cinematographic style.
While the behemoths of the sportswear landscape, such as Nike, adidas and Under Armor, have previously focused on the superhuman status of elite athletes in their advertising, this film sees TyC Sports humanise them in a beautiful, powerful and poetic way.
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