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ANDY Awards

Creative Award
New York, United States
Powerade - "The Athlete's Code" by ANDY Awards 2025

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TitleThe Athlete's Code
Agency
Campaign The Athlete's Code
Advertiser Coca-Cola Company
Brand Powerade
Date of First Broadcast/Publication 2024 / 12
Business Sector Non-Alcoholic
Story As part of its ongoing "Pause is Power" platform and commitment to pushing back against the :"win at all costs" mentality that pervades sports, Powerade has created The Athletes Code. The Athletes Code is an amendment added to the contract that protects athletes' right to pause without the fear of losing their sponsorship. We partnered with renowned athletes such as Alex Morgan, Tatjana Smith, Linda Motlhalo, and Douglas Matera, who bravely shared their stories of the mental health challenges they’ve faced while navigating the pressures of being an elite athlete.
Media Type Web Film
Length
AI Description In a compelling display of emotional narratives and striking visuals, the ad 'The Athlete's Code' by Powerade tackles the mental pressures athletes face. The ad features renowned athletes like Alex Morgan, Tatjana Smith, Linda Motlhalo, and Douglas Matera, who candidly share their struggles with mental health and the pressures of sponsorships. The visuals are moody and introspective, portraying athletes in various stages of pause and reflection. The powerful narrative discusses the need for athletes to take necessary breaks without jeopardizing their sponsorships. The ad introduces 'The Athlete's Code,' an amendment ensuring athletes' mental well-being is prioritized. It aims to revolutionize the sports culture by emphasizing the importance of mental health alongside physical performance, underlining the message, "Pause is Power."