Sobeys shows how important an athlete’s ‘firsts’ are

A new TV spot by BBDO for the Olympic sponsor builds on the idea that achieving a dream is a team effort.
By
July 27, 2021

Sobeys was one of the first Canadian Olympic sponsors to launch its Olympic campaign earlier this year, and now that broadcasts of the Games have begun, the retailer’s “Feed The Dream” TV spot has debuted with a focus on a few more “firsts.”

The new TV spot, created by BBDO, features some of Team Canada’s top athletes, including swimmer Kylie Masse, gymnast Ellie Black, sprinter Andre De Grasse, climber Sean McColl, diver Jennifer Abel, and decathlete Damian Warner. Each of their training routines, performances and celebrations are juxtaposed with a young child learning to do the same.

[iframe_youtube video = “GWgx4hSZA4M”]

The creative is intended to highlight the “firsts” that athletes never forget: their first coaches, first opponents and first fans, who (more often than not) tend to be their family and friends. So whether it’s for a five-year-old or an elite Olympian, the campaign shows that achieving one’s athletic dreams is often a team effort that includes their loved ones and, of course, the food they eat.

Credits

Brand: Sobeys
Agency: BBDO Toronto