Simone Biles is undoubtedly an athletic superstar, often defying the laws of physics on the mats. Whether in a gymnastics arena or before she tosses the MLB ball, Biles’s aerial flips are cause enough for fans to erupt in cheers. But this time it’s not for any of the reasons—rather, it’s an Olympic promo that has touched the hearts of many. The narrative replayed the moment of Biles’s horrifying experience with twisties during her vault event in the Tokyo Olympics. Gymnasts explain twisties to be like a mental barrier.
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The ad instantly struck those who remember the backlash that one of the greatest athletes of all time, Simone Biles, faced after withdrawing from the last day of the Olympics finals, citing “mental health.” Her rise to unprecedented success in the sport inspired Coca-Cola’s marketing wizards—who served it up with a dash of emotions to make an impression, leaving many in tears.
The “Pause is Power” ad directed by Kim Gehrig and inspired by Biles’ narrative was shared on Instagram by Powerade accompanied by the caption, “@SimoneBiles, we’re so proud to be on this journey with you. 💪 #PauseIsPower”. “The Vault,” stole the show, with its flurry of news coverage about Biles, that grabbed the public’s interest. After performing a standard vault, she spun in slow motion in front of a dark backdrop, hearing her own voice reflect on her hardships and witnessing memories from her personal life play out. Ahead of the Paris Olympics, Coca-Cola sports drink’s Olympic ad launched a limited-edition product called Powerade Gold.
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The pure action-based ad emphasized the significance of “taking a pause” and prioritizing one’s well-being. The international campaign runs with the slogan “Pause is Power” to convey to the public and media alike that the competing athletes are still very much human. The exact message brought much hate for Biles despite then holding 4-gymnastics named moves including many other laudits for the country.
Who else recalls Biles elegantly showing her astounding skills mid-air defying gravity ahead of a Tokyo Olympics? Clearly, nothing has changed over the years as Biles, who made a comeback to the mats last year, has amassed the greatest medal collection in gymnastics history with 37 Worlds and Olympic titles, and is now getting ready to add more to her collection this summer in the 2024 Paris Olympics. Before that, the super-talented gymnast has captivated the attention of people worldwide, moving many to tears with her latest ad.
