Fallen Olympians Rise to Glory in Liberty Mutual's Emotional Short-Film Campaign
Being an Olympian is as much about failure as it is about success. Such has been depicted in marketers' ads around the game, including P&G's new "Moms" film for the Sochi Olympics, as well as this moving new series of online docs from Liberty Mutual, created out of Hill Holliday. The series -- titled "Rise" and directed by Jay Heyman of Make -- highlights tremendous setbacks in the careers of athletes like J.R. Celski, a speed skater who slashed open his thigh during a fall before the 2010 Olympics; Rico Roman, who overcame an injury during his time serving in the military to become a paralympian; and skeleton athlete Katie Uhlaender, who endured her father and former MLB Outfielder Ted Uhlaender's death while she had been competing in a previous Olympics (see them all below).
The stories promote the insurance company's sponsorship of the USA team, but -- in a nice move that aligns with the brand category -- they serve to drive home the message, "We believe with every setback, there's a chance to comeback."
In the run-up to the Olympics, Liberty Mutual will debut the short films on a dedicated Rise website and through social media. Each week, the brand will highlight a single athlete, who wil take over the brand's Facebook cover photo and Twitter skin.