Although it's a mobile brand, Samsung, with the help of its European agency 72andSunny Amsterdam, has joined the ranks of major athletics advertisers (and beer) in turning out inspirational sports-themed ads. Notably, Samsung did beautiful spots touting its sponsorship of the World Surf League.
Now, Samsung celebrates its partnership with the 2016 Youth Olympics at Lillehammer, putting powerful teen athletes at the forefront. In a new ad, a wide range of talented athletes including cross-country skiers, ice skaters, ski jumpers and hockey players prepare to compete, as we hear, via a voiceover, the voices in their heads. The film, also out of 72andSunny, is at first full of questions and self-doubt ("Maybe this is the end ... maybe I should just give up") as we see gruelling scenes of training, accidents and sweat, but gradually it becomes more motivated ("Maybe this will be what pushes me") as the spot builds up to its climax of a terrifying-looking ski jump. If this doesn't inspire teens to take up sport, we don't know what will.
The Lillehammer Youth Olympics runs from Feb. 12 to 21 and includes 70 medal competitions as well as cultural events.
Other advertisers have focused on the young, to powerful effect. Back in 2014, for example, Dicks Sporting Goods and Anomaly launched the "Sports Matter" campaign, which also helped financially-strapped youth teams.