Powerade continues its powerful "Just a Kid" series of ads with a spot for the Olympics featuring boxing hopeful Shakur Stevenson.
The ad, by Wieden & Kennedy Portland, shows Stevenson fighting an opponent in the ring, but in between bouts recalling his childhood in Newark, New Jersey. The recollections, including scenes where he stands up to an older bully, watches a burning car in his neighborhood and has blood wiped from his nose by his mom, give him the strength to carry on.
The two-minute video will appear exclusively online, while a 30-second spot will be adapted for broadcast. Earlier this summer, the brand released online spots featuring female Olympic hopefuls Claressa Shields (women's boxing) and Lopez Lomong (men's track & field, 1500m). Previous ads in the "Just a Kid" series have featured Seattle Seahawks player Jimmy Graham and NBA player Derrick Rose.
Powerade has also been selling limited-edition "Just a Kid" Olympic t-shirts, featuring a "Just a Kid From the USA" design in gold foil, during the summer, and donating a portion of its proceeds to an Olympic fund.