Before fame and trophies, young athletes prepare by practicing the fundamentals through relentless workouts, drills and practice – at least that’s the story in a new campaign from IMG Academy running during NBA Finals
An April campaign from IMG Academy, a Florida-based multidisciplinary sports boarding school that has a strong reputation as an elite training ground for pro athletes-in-the-making, focuses on all the work and commitment behind the scenes long before the spotlight, the success and the fame.
The initiative is spearheaded by a fast-paced montage commercial following a team of multi-sport athletic hopefuls as they endlessly drill, repeat skills and struggle to master techniques such that it becomes habit.
The ad states that ‘At IMG Academy, our focus is to build the foundation for your future success. Potential becomes reality during our elite camp programs. Champions start here. Step into your greatness at IMG Academy.’
The commercial is running in multiple cuts and formats on digital and social platforms
and will air on US television during the NBA Finals on ABC from 30 May.
This campaign demonstrates some of Endeavor’s impressive firepower.
The company, which also owns IMG, is an all-in-one stop sports shop – from training through pro success and, of course, sports marketing.
The spot was created and produced by 160over90, the creative agency acquired by Endeavor Global Marketing last year, while Lamark Media ran the media side.
Comment:
There is a freshness of creative focus to this campaign.
Because, while most sports campaigns focus on the successful, famous pro athletes – famous faces who can lend credibility and reach to a product – this story drives home the truth that no one starts at the top and that behind every successful athlete is a lifetime of training and practice.
This spot expects its target segment to already know a little about the school and, while it mentions pro-level coaches, it doesn’t shine the creative spotlight on any of the famous alumni who’ve emerged from its program – such as Maria Sharapova, Andre Agassi or Paula Creamer.
Or even April’s new NFL Draft pick 118 Hjalte Froholdt.
With the 118th pick in the #NFLDraft, the @Patriots select Hjalte Froholdt!#IMGAlum pic.twitter.com/bZPFw0ZiWy
— IMG Academy Football (@IMGAFootball) April 27, 2019
Nor does it state that many successful graduates often sign up with IMG for representation when they go pro.
Links:
IMG Academy
https://www.facebook.com/IMGAcademy
https://twitter.com/IMGAcademy
https://www.flickr.com/photos/imgacademies/
https://www.youtube.com/user/IMGAcademyMarketing
Endeavor Global Marketing
160over90
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