In its latest 'Fueled by Water' campaign, Speedo has an unexpected individual star in its ads. Swimming may be an Olympic sport, but it doesn't tend to have the same following as some high-action team sports. Speedo's ad introduces the story of 91-year-old Masters swimmer Jurgen Schmidt, who has been practicing this aquatic activity for over 40 years.
Devised by Hello Design, CEO and creative director David Lai describes that this web series is part of "A new conversation about why people love the water and celebrate their passions. Our strategy is to resonate with a wider audience and have people think about Speedo a little differently." Behind the scenes when filming, the crew was inspired by Schmidt's incredible energy and devotion to the sport, especially when he asked if it was okay for him to keep swimming while the cameras weren't rolling.