One of the most highly anticipated showdowns at the recently concluded Asian Games in Incheon was the three matchups between Chinese swimmer Sun Yang and rival Park Tae-hwan from Korea. Both swimmers are the first men from their countries to win an Olympic Gold, which has catapulted them into sports stardom in their respective countries. Amongst sports fans, the pair has become recognised for their rivalry as much as for their friendship.
As an official sponsor of the Asian Games for the first time, Chinese sports brand 361° teamed up with Ogilvy & Mather Beijing (O&M) to create a series of five video ads – playing off the pair’s friendly rivalry to generate public interest about 361° and the Games.
The commercials aired on TV and Chinese video sites such as Youku and Tencent Video throughout the 2014 Asian Games until October 4, 2014.
Four spots shown prior to the Games feature Sun clad in flippers, baby swim floats and toys as he makes a lighthearted bet with Park. “Who do you think will win the gold medal this year – you or me? Let’s bet on it, Mr Park. Loser treats winner to Korean barbeque,” Sun says playfully in one of the ads addressed to Park.
“O&M helped us bring to life the friendship and rivalry between Sun Yang and Park Tae-hwan in a lighthearted way. It is this spirit of healthy competition that all games stand for, and we believe 361° is a perfect mirror of this spirit,” informed Jun Lin, General Manager of Brand Communication Center at 361°.
Tying the first four spots together and taking viewers back to 361°’s value of the love of sports and the importance of good sportsmanship, the final 15-second spot takes a more reflective tone. Sun swims across the pool and thoughtfully ponders, “It’s so quiet underwater. You can’t hear the cheering or booing. That’s good. Let’s just keep swimming,” he tells Park.
“This campaign is a fun way to remind everyone of the spirit of good sportsmanship. What our viewers walk away with is at the end of the day, it doesn’t matter if you win or lose the game. We play because of our love for the sport,” added Juggi Ramakrishnan, Executive Creative Director of O&M Beijing.
Project title: 361°Asian Games Branding Campaign
Creative Agency: Ogilvy & Mather Beijing
Chief Creative Officer: Graham Fink
Executive Creative Director: Juggi Ramakrishnan
Creative Director: Jiankai Lu
Art Directors: Yongqiang Hu, Chenghao Xie, Gan He
Copywriters: Ray Hao, Changlin Wu
Agency Producer: Cecilia Tam
Account Management: Vivian Liu, Larry Jin, Pansy Jin, Leeki Lee, Moonhee Choi
Planning: Monica Chien
Media Agency: Neo@Ogilvy Beijing
Production House: Tribe
Exposure: TV, online