Simone Biles is celebrated not solely for her victories but also for her resilience in the face of adversity. Her openness about grappling with the “twisties,” a mental obstacle in gymnastics, adds depth to her journey. This highlights that even the most accomplished athletes encounter internal challenges. At the 2021 Olympic Games in Tokyo, Simone Biles bravely chose to prioritize her mental health over competition, a decision that made waves globally.
With the Summer Games in Paris on the horizon, Simone Biles takes center stage in a captivating new ad that heralds the launch of Coca-Cola’s sports drink’s Olympic campaign, but the advertisement is more than that, as its motive is something even greater. The gob smacking realities were personally narrated by Biles herself, albeit with some ad level cinematic brilliance.
A momentary Achilles Heel in Simone Biles’ professional sojourn
The advertisement begins with a close-up picture of Simone Biles, her face reflecting the weight of the world as a cacophony of media noise surrounds her. Headlines blur together, with phrases like “Simone Biles, greatest gymnast, says I’m not myself” and “This is the greatest athlete seen ever” bombarding her senses. Yet, amidst the chaos, Biles opens her eyes and takes a deep breath, steeling herself for the challenge ahead.
As the scene transitions to the vault, Biles tunes out the external noise and begins her routine. However, her inner turmoil manifests vividly as she hears her own voice reflecting on her struggles. She witnesses scenes from her personal life unfolding in slow motion while in mid-air. Enveloped in a dreamlike sequence that intertwines pivotal moments from her career and cherished memories of family gatherings, sharing pizza, and playful interactions with her dogs.
Amidst the drivel of media commentary echoing in her mind, phrases like, “When you’re the greatest ever, you want everything you do to be the greatest, and we haven’t seen that from her tonight,“ Biles confronts her inner demons and intrusive thoughts. She further showed what a true athlete is capable of.
In a moment of self reflection, Simone Biles comes to terms with her identity. She expressed,, “I felt broken. That’s why I decided to take a pause….I had to prove all the haters wrong that I’m not a quitter.” One moment you’re on top of the world, and the next you find yourself gasping for air.” This commercial served as a nudge that in challenging times, there is always a way to push forward. But who was the genius behind this exceptional advertisement?
Powerade is a catalyst for athletes’ mental health
Powerade’s latest campaign, rooted in the “Pause Is Power” platform launched in 2022, emphasizes athletes’ mental health and physical well-being. Inspired by Simone Biles’ courageous decision to prioritize her mental health, the brand aims to challenge the prevailing notion of success in sports culture by highlighting the benefits of intentional pauses. Teaming up with Biles, Powerade showcases the raw emotion and vulnerability behind her journey.
Directed by Emmy Award-winner Kim Gehrig, the commercial resonates with audiences globally, emphasizing the importance of self-care. However, this collaborative effort by various creative agencies underscores the widespread support for mental wellness initiatives in sports. It is embraced by Powerade and its parent company, Coca-Cola. As Biles gears up for the Paris Olympics, it will be interesting to see her performance after her high-notch performance in 2023.
