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 to the right).
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.