Powerade has today launched a star-studded international campaign eschewing the traditional sporting ethos of “win at all costs” in favour of a more mental health friendly approach.
The “Pause is Power” global campaign prioritises the mental wellbeing of athletes with “the pause”, a moment of calm, reflection, laughter, and community, which can offer the athlete multiple regenerative benefits.
The campaign kicked off this week with a TV commercial featuring multi-medal-winning Olympic gymnast, Simone Biles, whose own struggles with mental health during the 2020 Tokyo Olympic Games made international headlines.
https://www.youtube.com/watch?v=H-8MyiRUg2o
The commercial was launched during the NCAA’s March Madness Selection Sunday telecast – which is basically gobbledegook for us Australian viewers – and shows multiple high-profile sporting personalities reminding their athletes, and themselves, to embrace the pause and enjoy themselves for a brief moment.
This includes Premier League coach Antonio Conte putting his feet up on a reclining chair during a halftime break, Olympic diver Tom Daley teaching a poolside group how to knit (of which, among his students is the aforementioned Conte), and Simone Biles getting her nails done.
The “Pause Is Power” hero film was created by Publicis Group, and shows all featured athletes succeeding at their chosen sports, following moments of relaxation and reflection.
“I’ve come to recognize the power of the pause and the Powerade brand’s campaign is a timely reminder to take a moment when we need it—whether for a deep breath, a timeout or even a season out,” said Biles in a brand statement.
“We push ourselves hard physically and emotionally to achieve our dreams but if we are not our best mentally, then we are not maximizing our full potential. I want to help encourage everybody to be kinder to themselves, because that’s when we’re at our strongest and we can achieve the most.”
Global creative strategy director for hydration, sports, tea and coffee, Islam ElDessouky, added, ““Instead of focusing solely on physical performance anchored in sport, we’re celebrating the importance of mindset—the combination of body and mind—and bringing the culturally relevant “Pause is Power” message not just to athletes, but to all who embrace a sports-infused lifestyle, by using what we call humour with substance.”
Powerade’s new campaign will also feature across digital, social and out-of-home assets in the coming weeks.
