For its 2022 Winter Olympics campaign, US-based multinational telecoms conglomerate Comcast activated its IOC and Team USA partnerships through a campaign from its business division called ‘Ready For Anything’ which kicked-off with an ad spotlighting US Paralympic snowboarder Mike Schultz.
The 60-second launch spot, which was developed in harness with agency Goodby Silverstein & Partners, tells the story of how Schultz overcame the odds to turn his life around.
The film starts back in 2008 when successful snowboarder Schultz was involved in a crash that led to the amputation of his left leg below the knee. He was initially fitted with a prosthetic leg not built for the rigours of the sport he loved, so Schultz designed and built his own. His determination and skills enabled him to get back on the slopes and win gold at the 2018 Winter Paralympics and also to establish a successful prosthetics business.
The debut ‘Ready for Anything’ ad debuted on 25 January, a week ahead of the start of Beijing 2022 and provides viewers a complete timeline and the lead 60-second spot is supported by behind-the-scenes imagery of Schultz from before his accident up to the present day.
This is the first of a series of commercials on the theme of ‘being ready for what’s next’ that Comcast will roll out during the Winter Olympics which start on 4 February.
“This spot isn’t just about Mike’s journey as an athlete or his path to becoming a business owner – both of which are extremely powerful,” said VCMO and SVP of Comcast Business Eileen Diskin. “It’s about resilience and adaptability. This story, like the stories of so many businesses that are finding a way forward, is a reminder of why we do the work we do.”
“Every athlete has a story, but not all of them have one like this – an inventor and entrepreneur, running his own business while competing in the games against people using his own products,” added Goodby Silverstein & Partners ECD Jim Elliott. “Mike’s tenacity and mindset are exactly what Comcast Business stands for. It’s an honor for us to share his story with the world.”
Comment
A heartfelt campaign from the parent company of US Olympic broadcaster NBC and NBC Sport which has launched its own simultaneously promotional campaign for its Games telecast that includes a Winter Sports / Dinosaur mash-up with fellow Comcast company Universal that both promotes Beijing 2022 and the upcoming release of ‘Jurassic World Dominion’.
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