We've seen plenty of Olympics ads so far that focus on the triumphs and glory of athletes at the Games, but this mobile advertising campaign, from Canadian sports retailer Sport Chek, instead compiles moments of Olympic failures.
Runners stumble, gymnasts fall off apparatus, rowers bow their heads in despondence, boxers bleed and cyclists crash in the first half minute of the film, as Canadian spoken word poet Shane Koyczan recites lyrics that include lines like "We hope defeat is in your cards."
So what's this all about? Well, the message of the spot becomes clear as the narration continues "We wish this misery upon youbecause it gives birth to brilliance." The film concludes with some mores positive footage of Canadian athletes scoring triumphs at the Olympics.
The campaign, centered around the hashtag #WhatItTakes, was created by TBWA/Chiat/Day, New York and is a completely mobile and video-first campaign on Facebook. Digital spending makes up nearly 80% of Sport Chek's entire Rio 2016 advertising budget.