Opperman Weiss launched a “No Bad Stuff” Olympics campaign featuring a slew of Team USA athletes,including soccer star Alex Morgan, boxer Marlen Esparza, wrestler Jordan Burroughs, paratriathlete Melissa Stockwell and decathlete Ashton Eaton.
All of the aforementioned athletes appear in the 60-second anthem ad at the heart of the campaign, and each appears in shorter ads detailing their “#NoBadStuff” philsophy and fuel. The anthem ad in question starts with the line, delivered via voiceover coupled with footage of Stockwell swimming, “To be great, you must be full of the strength to overcome adversity.” Each athlete gets a moment in the spotlight as the ad goes on to explain what it takes to be great and what you have to stay away from. The phrase, of course, is meant to apply to the kind of negativity athletes must shy away from, as well as the yogurt being free of unhealthy additives.
The idea is explored further in the short spots, such as one featuring Morgan give the advice to not listen to your detractors with a philosophy that boils down to “Don’t listen to them, listen to you.”
The approach is a well-worn one. While the “No Bad Stuff” message has a double meaning which applies well to the brand, the anthem ad feels more than a little familiar, which detracts significantly from its effectiveness. With a growing pack of similarly-minded Olympics ads, it just doesn’t do much to stand out.
“In order for these athletes to really reach their ultimate place of greatness it’s not only that they can’t let shitty food get into their body—they can’t eat sugars and preservatives and chemicals and all that stuff—but they also can’t allow negativity into their being and spirit, whether that’s racism or hatred or jealousy or pride, all of those things that are blocks to greatness to athleticism,” Opperman Weiss co-founder Jeff Weiss told Adweek.
Credits:
Brand: Chobani
Founder: Hamdi Ulukaya
Chief Marketing and Brand Officer: Peter McGuinness
Marketing: Jessica Lauria, Scott Bacco, Danielle Palmer
Communications: Michael Gonda, Blair Aires
Creative Agency: Opperman Weiss
Creative Directors: Paul Opperman, Jeff Weiss, Antonio Navas
Design & Integration Director: Benjamin Bailey
Executive Producer: Mark Johnston
Managing Director: Julian Shiff
Account Supervisor: Alexa Beck
Production Co.: SUPERPRIME
Director: Laurence Dunmore
Executive Producer: Rebecca Skinner
Executive Producer: Roger Zorovich
Managing Director: Michelle Ross
Producer: Michele Abbott
DP: Jeff Cronenweth
Editorial Co.: Bug Editorial
Editor: Andre Betz
Executive Producer: Caitlin Grady
Color: The Mill NY
Colorist: Fergus McCall
Senior Color Producer: Natalie Westerfield
VFX: Blacksmith
Flame Artist: Danny Morris
Executive Producer: Charlotte Arnold
Producer: Bomyee Hwang
Music: Duotone
Music By: Jack Livesey
Executive Producer: David Leinheardt
Producer: Gio Loboto
Mix: Heard City
Mixer: Cory Melious
Managing Director: Gloria Pitagorsky
Producer: Sasha Awn
Strategic Partnerships: DDCD
PR Agency: Weber Shandwick
Media Agency: OMD
Shopper Agency: Momentum
Digital Agency: RGA