Ogilvy & Mather Beijing energizes 361° at 2014 Incheon Asian Games in campaign featuring swimmers Sun Yang and Park Tae-hwan
The most highly anticipated showdown at this year’s Asian Games in Incheon is the three matchups between Chinese swimmer Sun Yang and his main rival Park Tae-hwan from Korea. Both swimmers are the first men from their countries to win an Olympic gold, which has catapulted them into sports stardom in their respective countries. Amongst sports fans, the pair has become recognized for their rivalry as much as for their friendship.
As an official sponsor of the Asian Games for the first time, Chinese sports brand 361° has teamed up with Ogilvy & Mather Beijing to create a series of five amusing TV ads – playing off the pair’s friendly rivalry to generate public interest about 361° and the Games.
The four entertaining spots shown prior to the Games feature Sun clad in flippers, baby swim floats and toys as he makes a lighthearted bet with Park. “Who do you think will win the gold medal this year – you or me? Let’s bet on it, Mr. Park. Loser treats winner to Korean barbeque,” Sun says playfully in one of the ads addressed to Park.
Tying the first four spots together and taking viewers back to 361°’s core value of the love of sports and the importance of good sportsmanship, the final 15-second spot takes a more reflective tone. Sun swims across the pool and thoughtfully ponders, “It’s so quiet underwater. You can’t hear the cheering or booing. That’s good. Let’s just keep swimming,” he tells Park.
Jun Lin, General Manager of Brand Communication Center at 361° said, “O&M helped us bring to life the friendship and rivalry between Sun Yang and Park Tae-hwan in a lighthearted way. It is this spirit of healthy competition that all games stand for, and we believe 361° is a perfect mirror of this spirit.”
Juggi Ramakrishnan, Executive Creative Director of O&M Beijing, said, “This campaign is a fun way to remind everyone of the spirit of good sportsmanship. What our viewers walk away with is at the end of the day, it doesn’t matter if you win or lose the game. We play because of our love for the sport.”
Credits – Chief Creative Officer: Graham Fink. Executive Creative Director: Juggi Ramakrishnan. Creative Director: Jiankai Lu. Art Directors: Yongqiang Hu, Chenghao Xie, Gan He. Copywriters: Ray Hao, Changlin Wu. Agency Producer: Cecilia Tam Account Management: Vivian Liu, Larry Jin, Pansy Jin, Leeki Lee, Moonhee Choi. Planning: Monica Chien. Media Agency: Neo@Ogilvy Beijing. Production House: Tribe.