Samsung created a short commercial titled 'The Chant' in celebration of the Rio Olympics that pays tribute to South Sudan's athletes -- the newest country to be recognized by the International Olympic Committee.
In order to honor them, Samsung follows female African sprinter Margret Rumat Rumat Hassan. As HYPEBEAST reports, "In her path to Rio, Margret’s journey has taken her from being displaced by conflict, to self-taught runner, to the 2014 Youth Olympic Games and now to the world’s stage."
The Chant therefore celebrates her rise and the support she gained from those in her country in doing so. It shows this by beginning with Margaret placing a pair of headphones in her ears as she readies for the games, at which point she is taken back to the memory of her homeland.
Why This Trend Is Growing
- Celebrating Underrepresented Athletes
- Opportunities for brands to highlight athletes from underrepresented countries in their marketing campaigns.
- Storytelling Through Ads
- Potential for brands to create emotional and powerful ads that tell the story of an athlete's journey to success.
- Highlighting Unique Backgrounds
- Brands can showcase the unique and challenging backgrounds of athletes from underrepresented countries to inspire and create emotional connections with viewers.
Industries Being Reshaped
- Sports Apparel
- Sports apparel brands can showcase their products in ads that celebrate athletes from underrepresented countries and their unique journeys to success.
- Consumer Electronics
- Consumer electronics brands can leverage the emotional impact of ads that tell the story of underrepresented athletes and promote their products at the same time.
- Athletic Footwear
- Opportunities for athletic footwear brands to partner with athletes from underrepresented countries and use their unique stories to market their products and inspire consumers.
