Protein drink Core Power created a new spot following the Olympics that honors Simone Biles; not for her performance, but for her courage and "strength" in stepping away from most of her events to focus on her mental health.
The brand, which has worked with Biles for six years, had previously been running a campaign featuring the U.S. gymnast during the Olympics, but put the new spot together in days following events at the games to directly address what happened there.
Agency Doner used existing footage of Biles from a recent shoot. In the ad, a voiceover (not Biles) asks, "How do you define strength?" The narration goes on to reflect on contrasting opinions of what strength can mean; for example, acts of courage, or vulnerability; the number of medals, or the number of people you've inspired. It ends with the words: "Thank you Simone, for showing that real strength is not letting anyone else define it."
The 30-second spot will run across local TV in New York, LA, Chicago, Boston, Atlanta and Tampa, among others, with a build across network and cable over the next few weeks. It will also run across social and digital channels.
“What Simone Biles did, and didn’t do, sent a powerful message and put so much in perspective. We hope the content we have created will help further this important conversation," said David DeMuth, CEO of Doner, in a statement.
“Simone has always inspired us and her actions during the Olympic Games demonstrate that her strength and courage extends well beyond the mat,” added Brad Gruen, senior vice president, brand marketing and innovation at Fairlife, owner of the Core Power brand. “Without question she has inspired others to define what strength means to them and for that we say, 'Thank you, Simone.'”