Simone Biles is the definition of 'strength' in Core Power's post-Olympics ad

The protein drink created TV spot following events at Tokyo 2020

Published On
Aug 11, 2021

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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.'”


Aug 11, 2021
Client :
Core Power
Agency :
SVP Brand Marketing & Innovation :
Brad Gruen
Senior Director Brand Marketing :
Rohini Pandita
Senior Brand Manager Core Power :
Aarti Nagaraju
Director Marketing Partnerships & Activation :
Greg Gerba
Director Communications :
Lisa Lecas
EVP Brand Leader :
Wendy DeWindt
VP Brand Leader :
Laura Slywka
Account Executive :
Cori Mittelbrun
EVP Executive Creative Director :
Michael Stelmaszek
Copywriter :
Matthew Milia
Art Director :
Madison Johnson
Associate Creative Director :
Liam Soren
EVP Chief Strategy Officer :
Jane Goodman
SVP Brand Strategist :
Katie Walton
Associate Director of Strategy :
Rachel West
Intern Strategy :
Taylor Ross
SVP Director of Broadcast/Motion Content Production :
Jennie Hochthanner
Senior Producer :
Greg Kort
Proofreader :
Paul Brown
Proofreader :
Sharon Remington
SVP Director of Broadcast Business Affairs :
Sheryll Kollin
Senior Business Manager :
Theresa Bland
Senior Business Manager :
Sue Castleberry
Senior Talent Manager :
Jim Jakubiec
Associate Director Project Management :
Brooke Sparks
Post-Production :

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