Sports drink BodyArmor launched a 15-second black-and-white social spot starring US Women’s National Team attacker and co-captain Megan Rapinoe simply standing, staring steely into the camera, accompanied by a simple beat and paired with copy reading: “Nothing like a 30-something, purple haired, fiercely independent, candid, creative, goal-scoring, guitar-strumming, relentless, daring, activist, humble, ruthless, competitor, that stands for all that is beautiful, all that is good, all that is us. Now that’s America. Thanks, Megan. Let’s go USA!”
Released 24 hours ahead of the 2 July semi-final against England and six days after President Donald Trump attacked the sports drink athlete ambassador on Twitter for refusing to visit the White House
The video was launched on both BodyArmour’s YouTube channel
and across Rapinoe’s social media accounts.
WE READY@DrinkBODYARMOR pic.twitter.com/7r2eatC26G
— Megan Rapinoe (@mPinoe) July 1, 2019
The Trump Twitter storm followed on from Rainpoe’s own comments that she would not visit the White House iff the team won the tournament.
Trump’s tweet response said: “Megan should WIN first before she TALKS! Finish the job!” He also suggested that Rapinoe should “never disrespect our Country, the White House, or our Flag, especially since so much has been done for her & the team.”
This low latency, in-tournament campaign rolled out three weeks after the brand’s previous Rapinoe fronted ‘Girl Got Game’ spot.
Comment:
Rapinoe has both been capturing the headline and putting in eye catching performances on the pitch as her US team reaches the FIFA Women’s World Cup final in France.
And this spot seems deliberately crafted to be a direct rebuke to the president (and possible aimed at getting further under his skin and generating another Trump tweet).
Although the brand itself has not officially responded to this suggestion.
Within 48 hours of its release the spot had noteched up just 4,257 views and 3,913 shares on BodyArmour’s YouTube channel, but had generated much more engagement through Rapinoe’s own Instagram with 742,000 views, 3,914 retweets and 25,670 likes.
BodyArmor, whose other sports backers include retired NBA icon Kobe Bryant, signed up Rapinoe as an endorser in 2018.
Rapinoe has also appeared in other recent World Cup campaigns – including FIFA and USWNT sponsor Visa’s ‘One Nation One Team’ initiative (see case study) and Nike’s ‘Dream With Us’ (see case study).
Reminiscent of the response Nike’s much discussed and much awarded Colin Kaepernick campaign received last year when it launched (see case study), predicatbly, Rapinoe’s own commercial post drew plenty of support and criticism from across the political spectrum.
While one comment said “So fierce I’m obsessed,” another posted “Liberal White Racist Traitor !!”
Divided offensive America in a single small sports marketing microcosm.
Rapinoe herself supported Kaepernick’s campaign when she became the first female athlete to take a knee during the national anthem in support of his protest against America’s systemic oppression of people of color.
Links:
BodyArmor
https://www.drinkbodyarmor.com/
https://twitter.com/drinkbodyarmor
https://www.instagram.com/drinkbodyarmor/
https://www.facebook.com/drinkbodyarmor
https://www.youtube.com/user/DrinkBODYARMOR
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