During the Olympics, we celebrate the world's top athletes, but Vitaminwater France is pushing people to celebrate amateur athletes instead. It has just rolled out a humorous commercial, created by agency Sid Lee, that focuses on everyday athletes.
In the commercial, a real sports commentator hides behind street lamps and bushes and uses a microphone to make live comments on the actions made by various amateur athletes around him. These include a lone basketball player, a swimmer and a pair playing tennis, just to name a few. The athletes featured in the commercial are real people, so their reactions to the comments are authentic. Afterward, Vitaminwater France rewarded the athletes with a free bottle of Vitaminwater. As Popsop puts it, the free drink isn't "a gold medal, but still a very nice award."
What's Driving This Trend
- Amateur Athlete Recognition
- Opportunity for brands to celebrate and promote the accomplishments of everyday athletes through innovative marketing campaigns.
- Hidden Commentator Advertising
- Using the element of surprise by featuring hidden sports commentators to create engaging and entertaining advertisement experiences.
- Authentic Reactions in Advertising
- Utilizing real people and capturing their genuine reactions to create relatable and compelling ad content.
Who This Affects Most
- Sports Brands
- Sports brands can explore partnerships with amateur athletes to tap into the growing market of fitness enthusiasts looking for relatable role models.
- Beverage Companies
- Beverage companies can create authentic and engaging ad campaigns that highlight the connection between physical activity and hydration.
- Marketing and Advertising Agencies
- Opportunity for agencies to develop innovative concepts that surprise and entertain audiences while promoting brands and products.
