Howatson+Company and Qantas have produced, Already Proud, a tribute to the athletic prowess of Australian athletes and the country’s pride in them. Qantas is a longstanding sponsor of the Olympics

The 90-second Olympics and Paralympics spot features eight athletes and their send-offs to the games from their friends, families and local communities. Discus-thrower, Matt Denny, gets a surprise send-off in an Allora pub; Tillies star, Cortnee Vine’s, local primary school cheer her on; swimmer Ariarne Titmus’, best friend says farewell from Hobart; fellow swimmer, Ahmed Kelly, says goodbye to his first swimming coach; there’s a final training session for the artistic swimming team in Perth; boccia player, Jamieson Leeson’s hometown reveals its tribute mural reveal; union player, Maurice Longbottom’s gran is shown in her own living room; and there’s a handmade medal crafted for wheelchair rugby player, Chris Bond, by his children.

The commercial launched during the Olympic Games Opening Ceremony and the campaign includes film, OOH and hand-painted murals in athletes’ hometowns across the country.