In its latest 'Fueled by Water' campaign, Speedo has an unexpected individual star in its ads. Swimming may be an Olympic sport, but it doesn't tend to have the same following as some high-action team sports. Speedo's ad introduces the story of 91-year-old Masters swimmer Jurgen Schmidt, who has been practicing this aquatic activity for over 40 years.
Devised by Hello Design, CEO and creative director David Lai describes that this web series is part of "A new conversation about why people love the water and celebrate their passions. Our strategy is to resonate with a wider audience and have people think about Speedo a little differently." Behind the scenes when filming, the crew was inspired by Schmidt's incredible energy and devotion to the sport, especially when he asked if it was okay for him to keep swimming while the cameras weren't rolling.
Senior Swimming Campaigns
Speedo's Fueled by Water Campaign Stars a 91-Year-Old Masters Swimmer
Trend Themes
1. Masters Swimming - There is a growing trend towards older adults participating in masters swimming, presenting opportunities for innovative swimwear and equipment tailored specifically to their needs.
2. Celebrating Passion - Brands can tap into the trend of celebrating personal passions, like swimming, to create meaningful and inspiring campaigns that resonate with a wider audience.
3. Aquatic Fitness for Older Adults - As more older adults engage in aquatic fitness activities, there is a potential for the development of specialized programs and facilities that cater to their unique needs and preferences.
Industry Implications
1. Sportswear - Sportswear companies can explore innovative designs and materials for swimwear specifically designed for older adults engaging in masters swimming.
2. Marketing and Advertising - Marketing and advertising agencies can help brands tap into the trend of celebrating personal passions to create impactful campaigns that connect with a wider audience.
3. Fitness and Wellness - Fitness and wellness industry professionals can develop specialized aquatic fitness programs and facilities tailored to older adults, capitalizing on the growing interest in this demographic.