There have been hundreds of sports ads this year championing the efforts of Olympic and other athletes. None like this. The film, by Mercado McCann for TyC Sports tells the Olympic story, the effort and emotion of each athlete, and what it means to participate and obtain achievement in the Olympic Games, from a new perspective.
The commercial, directed by Landia’s Milton Kremer, begins with the statement, “It’s not easy at all for athletes to get their eyes to cry. It’s essential that their entire anatomy cries.” Athletes’ sweat becomes the symbol for effort. Ultimately, the athletes’ eyes do cry, revealing the emotion of being rewarded for that effort by achieving. The film’s slow-motion extreme close-ups create a thoughtful mood for the Olympic message rather than an adrenalin high. It stands out. It has power.
Juampi Lufrano, co-chief creative officer of Mercado McCann, commented, “We always hear and know about the stories that tell the effort behind each athlete who participates in the Olympic Games. From him, from her, from their surroundings, from their families. It is something global, but also Argentine, because here many athletes are amateurs. We wanted to reflect that, as a way to connect even more with each athlete, in their achievement of participating in something that we do not always understand how important it is.”
“We believe that one of the most beautiful attractions of the Olympic Games are the stories and with them the effort that is not seen. Every time an athlete progresses, we find that there was a story in that sense,” added Nico Massimimo, co-chief creative officer of the agency.
Credits:
Advertiser: TyC Sports
Agency: Mercado McCann
Chief Creative Officers: Juan Pablo Lufrano & Nicolas Massimino
Creative Team: Gustavo Donaire, Valentina Díaz Salama & Santiago Narvajas
Head of Art: Alejandro Isturiz
Managing Director: Guchi Coste
Account Team: Lula Concistre, Belu Rodríguez, Agustín Castellanos & Sofía Iannuzzi
Production Manager: Agustín Borgognoni
Producer: Santiago Lemme
Production Company: Landia
Director: Milton Kremer
Executive Producers: Adrian Damario & Diego Dutil
Producer: Melina Nicocia
Director of Photography: Pablo Bernst
Art Director: Priscila Berman
Costumes: Julieta López Acosta
Editor: Nicolas Severino
Colour: Alejandra Lescano
Post Coordinator: Delfina Goyberg
Post-Production: Nicolas Severino
Sound: Porta Estudio
Music: Northwest
