Anchor is the latest brand to get behind New Zealand’s Olympians, extending its ‘Go Strong’ campaign, by Colenso BBDO, with a new execution, featuring pole vaulter Eliza McCartney and shotputter (and builder) Tom Walsh.
The 30-second spots alternate between breakfast scenes and short clips of the athletes training, eventually tying into the tagline 'Start Strong. Go Strong.'
The ‘Go Strong’ campaign kicked off in February this year with a series of spots, each one telling the story of a different New Zealander including a drag queen, a stuntwoman, a singer and a pair of trampolinists. International group business director at Colenso BBDO Rachel Morgan told StopPress the motivation behind the ‘Go Strong’ phase is about celebrating the fact that strength can manifest itself in a number of ways.
While the initial spots showed it in the form of inner strength, the inclusion of Olympians show strength can also take a physical form.
While the majority of political messages focus on rousing an individual’s sense of civic and democratic duty (such as Rock the Vote), Vice NZ is taking a slightly different route with its latest partnership with the Electoral Commission called ‘We Are New Zealand’.