This simple but powerful minute long Olympics commercial created by BBDO New York for their client Guinness Beer, illustrates the power of words.
You see, Tracy gave up her place on the U.S. Olympic Team to her sister after Lanny was too sick to compete in some of the qualifying trials.
Visually, hardy anything is happening in the ad - a slow push-in on a still black and white photograph of biathelete Tracy Barnes and her twin sister Lanny. But coupled with the supers that appear, it tells an inspiring story of perseverance and sacrifice.
Unfortunately, as Ad Age reports, the ad must be pulled soon to comply with U.S. Olympic Committee rules that generally prohibit marketers who are not official sponsors from featuring Olympic competitors, according to Guinness (Diageo-owned Guinness is not an Olympic sponsor but competing brand Budweiser is an official Team USA sponsor).
That said, Guinness wanted to take advantage of the short window it had to feature the ad by making a one-day media buy (today January 28th), including TV, YouTube and print ads in daily newspapers.
Like I said, you may not catch this tv ad but it's worth watching. Which is exactly why I've posted it here:
CREDITS
Client: Guinness
Spot: "Barnes Sisters"
Agency: BBDO, New York
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Tom Darbyshire
Associate Creative Director, Copywriter: Jon Yasgur
Associate Creative Director, Art Director: Jim Cancelliere
Director of Integrated Production: Dave Rolfe
Producer: Whitney Collins
Editorial, Animation: My Active Driveway
Creative Director: Steve Choo
Music: Andrew Knox Music
Music Producer: Loren Parkins
Guinness