Mercedes-Benz China and BBDO Beijing have rolled out a new anthem TVC during the launch ceremony of the 2016 Rio Olympic Games. The spot aims to target a more youthful and dynamic audience with a strong passion for sport and excellence.
Launched 6 August, and airing until 22 August, the TVC illustrates that success is not only defined by past achievements, but also what one is capable of achieving in the future.
By using a wide variety of imagery and styles, from experimental to stock to animation, the spot creates a rich collage that compliments the powerful monologue. Executed in a poetry-slam style, the TVC emulates the energy and excitement of the Olympic Games with the determination and perseverance of athletes.
“With the launch of the games, we saw an opportunity to deliver a timely message of ‘not resting on one’s laurels’ as a fitting representation of ‘The Best or Nothing’ mantra. The TVC aims to inspire athletes and consumers alike to strive for excellence, despite their past achievements”, said Arthur Tsang, CCO of BBDO Beijing.
Creative: Arthur Tsang, Qifei Xu, Leo Liu
Account: Joshua Teong, Digi Wu, Grace Zhang, Max Liu
Producer: Elaine Lee