Late September saw Powerade launch its latest campaign in New Zealand, called ‘Always Forward’, featuring elite Kiwi athletes from across various sports – including Steven Adams, Sophie Pascoe, Kane Williamson and Israel Dagg.
The new campaign, developed in harness with agency Ogilvy New Zealand, explores the theme of ‘pushing through adversity and ensuring challenges and setbacks don’t stop committed athletes from reaching their goals.
Initially launched with a teaser spot,
the initiative was spearheaded by a hero commercial
and then supported by individual videos featuring Israel Dagg,
Sophie Pascoe,
and Steven Adams.
These films ran on television and online and were further supported by outdoor posers and other social content pieces which feature all four ambassadors sharing specific key career moments when they overcome obstacles and achieved elite sporting success.
Oklahoma City Thunder centre, Steven Adams who has been a Powerade ambassador for the past few years, says he’s excited to be working with the other three athletes at the same time.
“The skill level and talent we have on the Powerade ambassador team from the likes of Izzy, Kane and now Sophie is unmatched,” commented NBA star and Oklahoma City Thunder centre Steven Adams.
“These athletes know what it takes to perform at the pinnacle of their respective sports and to continually be working to improve their game. This TVC and campaign in general reflects our respective journeys and showcases how we battled adversity at an important part of our career, but through all the hardship still managed to overcome the setbacks that were thrown our way.”
As well as creative agency Ogilvy, the campaign was developed by poruction outfits Beach House Productions and Culture and it was all shot in Auckland at The Trusts Arena and the AUT Millennium Centre pool and gym.
Jodie Timmins, Powerade’s New Zealand brand manager, commented: “New Zealand sportspeople are some of the most competitive in the world and are continually working on all aspects of their game. It’s one of the reasons that this campaign is so powerful. We’ve tapped the best talent – Steven, Kane, Izzy and Sophie – who have faced many challenges throughout their significant careers, but what makes them strong ambassadors for not only Powerade, but New Zealand is their will and determination to keep pushing forward. It’s a perfect match.”
Links:
Powerade NZ
https://www.facebook.com/powerade.nz/
