World-wide corporations are actively preparing with distinctive marketing strategies for the 2024 Summer Olympics in Paris, while athletes prepare for the event. And Powerade from Coca-Cola is among the first in the competition. When Simone Biles unexpectedly withdrew from the Tokyo Olympics in 2020 because to twisties and “decided to take a pause” to prioritize her mental health, it took the world by surprise. Her action led Powerade to launch the “Pause is Power” campaign, winning her support once more.
The compelling commercial from the Olympic sponsor highlights the need of striking a balance between mental toughness and physical brilliance as it considers Biles’ path. The story opens with a glimpse inside the life of elite athlete Simone Biles, who must deal with extreme pressure. Biles is unwavering and commits herself to perfecting her routines in spite of the cacophony of media voices. In contrast to the fast-paced advertisements frequently associated with the Olympics, Powerade’s campaign stands out for its quiet, thoughtful approach. As “The Vault” gradually comes to light, Biles’s humanity is made clear.
She says, “I felt broken, that’s why I decided to take a pause,” as her voice breaks through the background cacophony to convey vulnerability and the desire to back off. The ad reaches its climax as Biles lands flawlessly on the mat, set against a backdrop of ethereal scenes from both her great career and intimate times with her loved ones. Moreover, Powerade’s catchy motto, “Pause Is Power,” struck a profound chord with youthful admirers watching over them.
Former Olympic champion Nastia Liukin shared her thoughts on the ad after it was released, calling it a moving depiction of human tenacity. “What a beautiful way to present the story and era of a human that will inspire many (including myself) for generations to come,” she said in response to the video. Kudos to @powerade and, of course, to @simonebiles for showing us all that one need not be flawless or a winner to be appreciated. You are insatiably sufficient. Beyond words, Liukin has always been there for Biles, supporting her through difficult moments like when she had to face the terrifying twisties.
Simone Biles withdrew from the women’s team final and the individual all-around at the Tokyo Summer Olympics. Nastia Liukin then posted a touching message for Biles. Liukin commended Biles for exhibiting her diverse identity outside of sports, praising her as a mental health advocate, leader, and role model who inspires the next generation of athletes.
She went on, “Thank you for making it clear to the world that putting your physical and mental well-being first is the hallmark of a true champion.” “I appreciate you shedding light on the fact that no one is defined by the size of their trophy case and that your only obligations are to yourself and your quest for happiness.” Liukin’s remarks highlighted Biles’ contribution to fostering a more secure atmosphere where athletes can be genuine and put their health first.
The state of an athlete’s mind affects their thoughts, emotions, and behavior. Athletes For Hope claimed in 2019 that around 46 million Americans experience mental health crises, with elite athletes making up 35 percent of the population. Coca-Cola saw how important this was, too, so they developed the campaign before the Olympics and enlisted Biles again for the same reason.
The inaugural “Pause is Power” advertisement, which emphasized a lighter tone, included Simone Biles. Coca-Cola took inspiration from gymnasts’ approaches to mental health and physical fitness in light of the increasing pressure and competitiveness in sports. The way Biles accepted the challenge and led by example served as inspiration for the brand.
They brought up mental health in the second ad and once more won over Biles. There is a lot of pressure to perform well in competition, therefore it was necessary to remind people of the benefits of taking time to rest and recharge in order to regain strength. Simone Biles is the person who could connect to this the most.