Funny how Alex Bogusky is still seeing opportunities where brands and agencies are missing them. Case in point: A recent tweet to Liberty Mutual urging the insurance company—whose Winter Olympics ads are all about overcoming setbacks—to make a commercial about Heidi Kloser, the U.S. skier who was badly injured the day before the Sochi Games began.
USA Today has the story. "It was pretty much a no-brainer," says Bogusky, a fellow Coloradan and a big fan of Kloser's. He sent a direct message to Liberty Mutual, which got its agency, Havas Worldwide, working on a commercial. They filmed Kloser, 21, at home in Vail, Colo., where she had returned for surgery and rehab on her knee. Her parents appear, too, and recall Heidi's poignant question to them after the injury. (You probably remember Kloser walking with the help of crutches during the Opening Ceremony.) The ad, which you can see below, will air Wednesday night during NBC's Olympic coverage.
"At Liberty Mutual, we believe that with every setback, there's a chance to come back. And rise," says the voiceover for the company's anthem spot (also posted below), which has been running throughout the games.
That fits Kloser perfectly, as she is already looking to 2018—although, as she admits to USA Today, "I'd rather star in a commercial because I won a gold medal."