Speedo dives into first brand campaign in a decade

Swimwear brand Speedo is hoping to make a splash with its first TV campaign in over a decade.

A 60-second film looks at the powerful impact swimming can play in a fitness routine as it explores its benefits when united with other sports.

Launching in over 50 markets globally and aimed specifically at the fitness enthusiast market, Speedo hopes to build a global swim movement, by challenging people to question their current fitness regime, and bring swimming into it.

‘There’s fit and there’s Speedo fit’, lays claims to be unlike most similar campaigns in the category—in that it features and champions other sports, to demonstrate how swimming can complement and improve fitness and training.

The integrated campaign will be adopted globally in the 170 regions Speedo is present and will run across TV, social, digital and print platforms.

Jamie Cornforth VP of product and marketing, Speedo

The idea was a completely different approach for Speedo, in looking at how swimming could actually benefit performance in other sports. We wanted to challenge convention and routine; the film we’ve created shows so much passion, focus and dedication that I hope it will encourage fitness fans to do the same, to help build a global swim movement.

Andy Taylor, executive creative director, Iris

Elite athletes and fitness enthusiasts are constantly seeking out marginal gains to improve their performance. This film highlights one of the most significant, yet often overlooked, gains you can add to any fitness routine.

Campaign Asia-Pacific's view: In an age where the TVC’s throne is said to be waning in power, it’s interesting to see a global brand return to the airwaves in a big way for the first time in 10 years. We would be keen to see how localised non-broadcast assets take shape as the campaign progresses.

The film is a beautifully shot affair, and we like the use of a voiceover style typically reserved for blockbuster action movies. The tagline of ‘There’s fit and there’s Speedo fit’, certainly ties in with the campaign’s goal of elevating swimming in the eyes of fitness enthusiasts, and it also leverages a long-time reputation the brand has had—that if you’re wearing a Speedo, you’re most certainly not lacking in confidence.

CREDITS

ECD: Andy Taylor
Creative team: Tommy Allen, Matt Gray
Agency: Iris
Planner: Suj Summer
Account team: Nick Robinson
Agency producers: Rory O’Conner
Photographer: Phil Haynes

TVC
Production company: Agile Films
Director: Lars Torvik
DOP: Aril Wretblad
Editing house: Absolute Post (London)        
Post production: Absolute Post (London)
Audio post production: Grand Central Recording Studios

Print
Agency producer: Maria Singh
Account team: Nick robinson
Creative team: Tommy Allen, Matt Gray
Photographer: Phil Haynes
Designer: Oskah Manchip
Retouch: iris studio