We’ve heard about the courage, the resilience and the determination of the world’s Olympic athletes in advertising campaigns. There have been some have been wonderfully creative Olympics campaigns so far. Kevin The Carrot has even saved the Olympics with a matchstick. But this campaign by Mother stands out for its new thinking about athleticism. It’s for global medical apparel brand, Figs, the first brand to outfit the over 250 healthcare professionals supporting Team USA athletes.
You don’t hear about the medical team that gets Olympic athletes ready. But as Mother notes in FIG’s campaign tagline, “It takes heart to build bodies that break records,” and the agency has used a nursery rhyme and a montage of unexpected Olympics preparation visuals to bring that tagline and FIG’s work behind the scenes to the fore.
“Our mission at FIGS is to celebrate, empower and serve those who serve others,” stated Trina Spear, CEO and co-founder of FIGS. “By highlighting healthcare professionals who push the limits every day to support our nation’s greatest athletes, we aim to bring well-deserved recognition to their incredible passion, dedication and skill.”
The anthemic film was shot at the U.S. Olympic & Paralympic Training Center in Colorado Springs. It features 14 healthcare professionals and six athletes, including current and alumni Olympians and Paralympians while it highlights the Team USA Medical Team to pay tribute to all medical professionals, the craft of medicine and the commitment of the collective healthcare community.
“The practitioners who serve on the medical staff for Team USA bring expertise and passion to their work and provide outstanding care for Team USA athletes as they work toward their ultimate goal of representing the United States at the Olympic and Paralympic Games,” stated Dr Jonathan Finnoff, chief medical officer, US Olympic & Paralympic Committee. “Through this collaboration with FIGS we are able to celebrate a group of exceptional healthcare professionals who set a gold standard across the medical field and take enormous pride in their commitment to helping athletes.”
The campaign is planned to air across North American channels and in prominent spots on NBCUniversal platforms leading up to and throughout the Paris Games. The initiative also includes high-impact out-of-home placements in Los Angeles, New York City and Philadelphia. Throughout the Olympics, FIGS will continue to share behind-the-scenes content across social channels.
Derek Man Lui and Tom Coleman, Creative Directors at Mother, noted, “At Paris 2024, we’ll be witnessing sport performed at the highest level. It will be great, but we all already know these athletes are elite. So, it was a privilege to celebrate a different side to Team USA, to hero the healthcare professionals who put their blood, sweat and tears into everything they do, and to shine a light on the craft, the expertise, and the dedication that goes into every single performance in a pair of scrubs.”
