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Optimum Nutrition is starting the New Year with a campaign that tips its hat to hardworking women athletes.
Made together with advertising agency TBWA\Chiat\Day, the new "Pretty Damn Good" campaign is marked by a docu-style hero spot starring WNBA star Cameron Brink.
Narrated by her mother, we get a look into her journey to success as a woman basketball player.
"Hearing my mom’s voice narrate my journey is incredibly personal. It reminds me to take pride in what I’ve accomplished.
I want to help others do the same because women should receive the recognition they deserve. Being ‘Pretty Damn Good’ isn’t just about talent. It’s about owning your progress and celebrating it,” Brink said in a press statement.
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According to the brand, female athletes only receive 15% of sports media coverage, have fewer leadership roles, and face discriminatory language that undermines their hard work.
Optimum Nutrition sought to address this by flipping the narrative and shining the spotlight on women like Brink, who are "pretty damn good" at what they do.
"Women athletes work extraordinarily hard to reach their goals, yet their achievements and milestones are too often overlooked or dismissed as ‘pretty good,’” Optimum Nutrition General Manager Christiane Brocky shared.
“We are proud to celebrate and support women in sport and fitness by spotlighting female athleticism and providing nutrition products that help elevate performance," she added.
Beyond the spot, the nutrition company is taking its efforts to social media, tapping 10 star athletes to share their stories and how the brand has helped them in their personal journeys.
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These women include FIFA Women's World Cup winner Ali Krieger, Olympic medalist Laurie Hernandez, and American actress Ryan Destiny, to name a few.
Fans can find their stories on their personal pages, as well as the brand's official page.
As an icing on the cake, Optimum Nutrition will also be donating $25,000 to the VOICEINSPORT Foundation, which champions women in sports through science research and advocacy.
Optimum Nutrition's latest efforts are more than a campaign — they're a reminder of the brand values the company upholds, as well as its commitment to championing women athletes.
By teaming up with big names in the sports and entertainment scenes, Optimum Nutrition can ensure its inspiring message reaches a wider audience, increasing brand awareness and building trust in the process.
Brink's Story
The 40-second hero advert starts by spotlighting the brand's best-selling Gold Standard whey, as Michelle Bain-Brink (Cameron's mother) tells the athlete's story.
"I think the world of my daughter, and the world keeps thinking she's just pretty good," Michelle tells the viewers.
We then get glimpses into the childhood of the Los Angeles Sparks player, taking us to the time she first blocked her dad during one of their sessions.
Despite this, people still only called her "pretty good."
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Even when she wins a championship, gets D1 offers, and gets drafted, people continued to downplay her achievements.
"It was pretty good, after pretty good, after pretty good," Brink's mother emphasized.
Michelle then stands up for her daughter, imploring everyone to acknowledge she's more than just "pretty good" — she's "pretty damn good."
"Unlock your recovery," the screen writes, as the commercial ends.
It is only natural for sports-related brands to feature athletes in their campaigns. Recently, Nike launched a new campaign to pay tribute to the late Kobe Bryant and celebrate the "Year of the Mamba."
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