Athletes Cry Through Their Bodies in TyC Sports Ad for the Olympic Games

Relief, created by Mercado McCann for TyC Sports (Argentinian TV broadcaster) for the Olympic Games, seeks to reflect the effort and emotion of each athlete, and what it means to participate and obtain an achievement in the Olympic Games.

Juampi Lufrano, CCO of Mercado McCann, commented: “We always hear and know about the stories that tell the effort behind each athlete who participates in the Olympic Games. From him, from her, from their surroundings, from their families. It is something global, but also from Argentine, because here many athletes are amateurs. We wanted to reflect that, as a way to connect even more with each athlete, in their achievement of participating in something that we do not always understand how important it is.”

“We believe that one of the most beautiful attractions of the Olympic Games are the stories and with them the effort that is not seen. Every time an athlete progresses, we find that there was a story in that sense,” commented Nico Massimimo, CCO of the agency.