This GlaxoSmithKline 2012 Olympics spot is an anti-drug PSA you won't be able to turn away from. Starring English sprinting champion Marlon Devonish, the ad was made to promote GlaxoSmithKline's role at this year's Olympic games in screening athletes for steroid use.
The spot, created by TBWA, focuses on Devonish's internal organs, bringing the viewer through his ear canal and into his body, where images of his beating heart and firing synapses are coupled with abstract images of shapes and symbols, all of which combine to show how Devonish feels when he's about to set off down the track -- in particular, the adrenaline coursing through his body as he hears his fans cheering in the stands. The ad finishes off with the apt tagline, "The crowd is my only drug."
According to AdWeek, this GlaxoSmithKline 2012 Olympics ad is the first of many that will star other British Olympians and Paralympians.
What's Driving This Trend
- Anti-drug Psas
- Opportunities exist for pharmaceutical companies to create more attention-grabbing anti-drug PSA campaigns
- Athletic Performance Enhancements
- There is a need for disruptive innovations that can improve athletic performance without the need for prohibited substances
- Digital Health Monitoring
- Technology can be leveraged to monitor athletes' health and detect use of performance-enhancing substances
Who This Affects Most
- Pharmaceuticals
- Pharmaceutical companies can invest in creating more effective anti-drug PSA campaigns
- Athletic Apparel
- Athletic apparel companies can innovate by creating clothing that enhances athletic performance without the use of prohibited substances
- Technology
- Digital health monitoring companies can develop new technologies to detect performance-enhancing drug use in athletes
