So far, most of the 2016 Olympics ads we've seen have been very serious, emotive pieces of work -- so it's refreshing to see Samsung, in this campaign from the U.K., bring a bit of humor to the forthcoming Rio Games.
A series of films by BBH Sport see comedian Jack Whitehall take some lessons in cycling, rowing and boxing with top U.K. Olympians including champion cyclist Sir Bradley Wiggins (seen here, together with Becky james), multiple gold medalist rower Sir Steve Redgrave, with fellow rower Helen Glover and boxers Joe Ward and Katie Taylor.
The comedy stems not so much from Whitehall's inability to get to grips with the sport -- that's kind of an obvious joke to make -- but more from him doing his best to insult and wind up such revered figures. For instance, he tells Wiggins that most athletes resemble Greek gods, but "your physique looks more like someone who's been shipwrecked." He asks Redgrave: "Would you swap your golds for a proper medal, like, say a bronze in the 100 meters?"
Whitehall, who did a similar thing last year in a Samsung campaign based around the Rugby World Cup, helped script the films -- and director Gabe Turner at Rattling Stick does a great job of getting deadpan performances out of the athletes.
Further films, on horseriding and swimming, are to follow. Samsung, which is an official Olympic sponsor and Team GB Partner, says the campaign is designed to "enhance the nation's knowledge and enjoyment of Olympic and Paralympic events."