Power can sometimes be discovered in the silence before a game begins, rather than in motion.

Powerade’s most recent international advertising highlights this occasion.

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The “Pause is Power” platform, developed by WPP Open X under Ogilvy’s direction, selects two up-and-coming football players, Rodrygo Goes and Lamine Yamal, to feature in two inspirational hero movies.

The platform wants to highlight how deliberate breaks allow athletes to refuel their bodies and minds before achieving their best performance.

The campaign, which was filmed with an eye for authenticity, focuses on the rituals that sportsmen employ to focus and gain power.

For clarity and confidence, Rodrygo comes back to futsal, his first love, while Yamal finds strength in his hometown of Rocafonda.

All things considered, this development of “Pause is Power” guarantees that the Coca-Cola brand remains firmly ingrained in the cadence of professional sports before the final whistle even sounds.

By developing ads centered on emotional preparedness and personal rituals rather than just performance highlights, creative firms continue to assist businesses in moving from spectacle to substance.

One of the two pieces, “The 304,” features Yamal sitting on a wall in the Rocafonda neighborhood and envisioning triumph; the number itself alludes to the postal code he used as a child.

It pays homage to the beginning of his narrative in a beautiful yet grounded way.

“Go back to Rocafonda. Mataró. The starting point. To the concrete. My court. In the spot, the young athlete exclaims, “To the graffiti that writes our story.”

In the meantime, “My First Love,” which will make its premiere in May, follows Goes as he reminisces about his early futsal days.

In order to get ready for the high-stakes pressure of professional football, he recalls agility, quick thinking, and excitement in this situation.

Both movies emphasize the brand’s function outside of the sidelines by portraying it as an important component of the athletes’ pre-game preparation.

This most recent campaign will be used at international athletic events, such as the 2026 FIFA World Cup and the 2028 Summer Olympics in Los Angeles.

In order to differentiate itself in the sports drink market, BODYARMOR just underwent a rebranding with a more contemporary look.