Simone Biles Tunes Out the Noise in Powerade's Olympic Spot

Ahead of the Paris 2024 Summer Olympics, Powerade (A brand of the Coca-Cola Company) will debut a new creative campaign featuring world-renowned gymnast Simone Biles. 

Inspired by the challenges and triumphs we experience in life, the campaign takes us on an emotional journey alongside Simone as she confronts the pressures and expectations of being a professional athlete. 'The Vault' hero film follows Simone preparing to practice her vault amidst a backdrop of media commentary. The film was directed by Kim Gehrig, who received the 2023 Emmy Award for outstanding commercial. Simone tunes out the noise, begins her routine and flips in slow-motion; her voice overtakes the commentary, reflecting on her decision to ‘take a pause’ against scenes from the personal moments in life that matter most before landing, as a young admirer looks on from the stands, clearly inspired.

This year the brand will have many other Olympic activations, including content featuring members of Team Powerade’s international roster; an Olympic village activation, and limited-edition product. 

Gui Glezer, senior director, global creative - hydration, sports hydration and tea said, “As a sports drink brand that champions athletes, we are honoured to be partnering with an incredible roster of athletes to share their stories of strength and promote a positive message that transcends any arena. We hope our campaign encourages athletes everywhere to recognise that success and resilience come in many forms that ultimately make us stronger.”

Guillermo Vega, global creative network lead for WPP Open X at Ogilvy said, “Our goal with this work was to highlight an incredibly meaningful story, shaped as a visual tale full of details and insights. We took a thoughtful approach to ensure we captured Simone Biles's voice and powerful perspective, given how central it is to the creative idea. This work serves as a reminder of how intentional moments of pause and refocus can empower us.”