Latest news with #MyFirstLove
Campaign ME
09-05-2025
- Entertainment
- Campaign ME
Powerade spotlights the strength in stillness with Lamine Yamal
Powerade, continues its 'Pause is Power' platform with a new film starring football star Lamine Yamal. Titled The 304 – a reference to the area code of Yamal's neighbourhood in Rocafonda, Mataró – the spot explores how elite athletes find strength in moments of pause, just before the biggest moments in their sporting careers. Produced by WPP Open X, led by Ogilvy and supported by EssenceMediacom, Burson, Hogarth, Octagon Brazil and others, the film opens with Yamal seated on a wall beside a bottle of Powerade. In a calm but introspective tone, he asks: 'Where do I go in the moment before the moment?' The answer is not a training ground or locker room, but 'home. Back to Rocafonda. Mataró. Where it all began.' Narrated entirely in Spanish, the short film doesn't show his neighbourhood or family life visually. Instead, it pairs Yamal's voiceover with minimalist visuals – such as a quiet football pitch with floodlights and an empty train station – to evoke the internal mindset of returning to one's roots. It ends with Yamal in a dark room surrounded by flashes of light, then sipping Powerade next to the line: Pause is Power. According to Tiya Fazelbhoy, PMO Global Category – Hydration, Sports & Tea at The Coca-Cola Company, the idea builds on the platform launched in 2022 that aims to 'reshape the conversation around what it means to be an athlete.' 'While many sports brands focus solely on winning, we embrace a shift. Since 2022, our Pause is Power platform has evolved from educating the world on the strength of a pause to demonstrating why it matters, to celebrating how it enables athletes to come back physically and mentally stronger,' said Fazelbhoy. In Yamal's case, that pause is a moment of emotional grounding – reconnecting with the elements of his early routine that prepared him for the pitch. 'To the concrete. My court. To the graffiti that writes our history,' he says in the film. 'To the barber who got me on point for game day. To the platform where I waited for the train to Barcelona. Every day.' The campaign also aims to broaden Powerade's relevance beyond elite sports to include everyday athletes and their rituals. 'In addition to these films, we have also created content that showcases everyday athletes and the personal rituals they use to support their holistic well-being for their biggest moments,' said Fazelbhoy. Media execution spans digital, social, out-of-home, broadcast and shopper marketing channels. The brand chose this mix 'to share these inspiring stories broadly, while still creating meaningful connections at both a global and local level,' she said. 'Our approach was designed to reach passionate fans worldwide.' Powerade will also debut a second film in May, My First Love, featuring Brazilian footballer Rodrygo Goes, further exploring how athletes prepare – mentally and physically – for defining moments. The campaign rollout coincides with major global sporting events. 'Over the past few years, including during the FIFA Women's World Cup, Paris Olympics 2024 and Copa America, we have engaged in significant moments with global fans and will continue to for major upcoming moments in global sports with this new iteration,' Fazelbhoy said. The campaign is expected to run throughout 2025 and beyond. 'To achieve our goals, we aim to maintain an ongoing, two-way conversation with our target audience,' she added. With a massive fanbase of international football across the Middle East, the film's emotional storytelling and understated visuals aim to resonate across borders – reminding fans and athletes alike that power sometimes lies in reflection, not just performance.
Daily Mail
28-04-2025
- Entertainment
- Daily Mail
I was once compared to a small bungalow...fat shaming is still rife in opera, says star
Opera stars are still being 'fat-shamed', according to one of Scotland's top singers. Tenor Nicky Spence, 42, is internationally renowned after being snapped up by Universal at the age of just 21. Billed as 'The Scottish Tenor', he recorded an album with the Royal Philharmonic Orchestra called My First Love as part of a £1m record deal. He also toured with Katherine Jenkins and Shirley Bassey and was a regular on TV. Despite this, he turned his back on his recording contract to pursue an opera career on stage, where the likes of Luciano Pavarotti - known for being overweight - made his mark. The singer, of Dumfries, said he had been 'fat-shamed' in the past - and that it was still going on in the opera world. Opera stars are often seen as 'overweight', although it is more a myth than reality. Mr Spence said he knew he was a 'slightly obese balding man', but says he was once compared to a 'small bungalow' by a costume designer. He said: 'I've had such a great career by not looking like a god. 'I remember when I did The Magic Flute one of the first times, the designer looked at me and said 'I'm so sorry. I drew this image before I knew'. 'And I said 'Knew what?'. 'Basically, you know, insert 'You look like a small bungalow'.' He told the Review supplement of The Times earlier this month: 'It still does go on, absolutely. 'When I was younger I was always active to show that I am not fat because I'm lazy. I'm fat because I have trauma attached to food.'
Zawya
24-04-2025
- Entertainment
- Zawya
Powerade Unveils New Campaign Featuring Lamine Yamal and Rodrygo Goes to Celebrate the Power of Pause
Today, Powerade launched the next evolution of its ' Pause is Power ' global platform, with a new creative campaign that builds on the brand's sports legacy. The 2025 campaign features 'The 304' and 'My First Love,' two films that focus on empowering athletes at pivotal moments and star inspirational footballers who represent the next generation of athletes. As an unapologetically sport brand, Powerade's new campaign continues to celebrate the holistic athlete by focusing on the moment of pause where athletes' preparation, hydration and focus come together to unlock peak performance. 'We believe that true athletic performance isn't just about the moment of competition – it's also about what athletes do beforehand to prepare for it," said Matrona Filippou, President, Global Category – Hydration, Sports&Tea. "Powerade has always been committed to delivering the hydration athletes need to perform at their highest level, and it's been incredible to see how our platform has evolved to show just how powerful an intentional moment of pause can be for athletes of all levels. We're excited for sports fans around the world to see how a pause can fuel readiness, resilience and peak performance through the eyes of our athlete partners.' Reflecting the brand's commitment to fueling athletes at every level, the new campaign features both everyday and professional athletes in the key moments where they find their power. The hero films and digital content showcase the personal rituals athletes use to achieve peak physical and mental readiness, empowering them to perform in their biggest moments. Starring in the campaign's hero films are two of the world's most exciting athletes, Lamine Yamal and Rodrygo Goes. The influential young athletes have captivated the world with their authenticity and talent, embodying the brand's "Pause is Power" values on and off the pitch. Each film offers an intimate look into their unique pre-game preparation, revealing how small, intentional moments taken in the pause allow them to step onto the field with confidence and control to perform their best. "The 304' offers a glimpse into how Lamine Yamal finds his power before a game, showing him in a moment of reflection as he imagines himself atop Rocafonda's now-iconic wall, drawing strength and inspiration from his hometown to fuel his vision on the field. "Powerade is my go-to for staying hydrated on and off the field, so it's really cool to be working with them on this campaign,' said Lamine Yamal. 'Powerade is all about what athletes do in the moment before they go out there, not just what happens during the game. For me, that means tapping into my roots in Rocafonda to help me get ready to perform my best. I love that this campaign gives me a chance to shout-out the 304.' For Rodrygo, "My First Love" reveals how he turns the pause into a pivotal moment of readiness and hydration by tapping into his childhood passion for futsal and channeling the agility, confidence and quick-thinking the sport instilled in him for a powerful on-pitch performance. This film will be released in May. Said Rodrygo Goes, "The moments leading up to a match are already part of the game. Taking a moment to pause, focus, visualize my goals, and prepare for what's next gets me ready to perform. Powerade is a key part of my hydration routine. That's why I'm excited about this partnership—to show how this moment of both physical and mental preparation is essential to unlocking my full potential." This latest evolution of "Pause is Power" sets the stage for Powerade's presence at the world's most prominent sporting events over the next four years. Reinforcing its position as a key player in the global football space, Powerade will own key moments at iconic events including the FIFA Club World Cup 2025, FIFA World Cup 2026, FIFA Women's World Cup 2027, LA 2028 Olympic&Paralympic Games and more. The campaign was created by WPP Open X, led by Ogilvy and supported by Burson, EssenceMediaCom, Hogarth, Village Marketing, VML, 22 Ventures, The Underdogs, Polaris and Octagon Brazil. Distributed by APO Group on behalf of Coca-Cola. About The Coca-Cola Company: The Coca‑Cola Company (NYSE: KO) is a total beverage company with products sold in more than 200 countries and territories. Our company's purpose is to refresh the world and make a difference. We sell multiple billion-dollar brands across several beverage categories worldwide. Our portfolio of sparkling soft drink brands includes Coca‑Cola, Sprite and Fanta. Our water, sports, coffee and tea brands include Dasani, smartwater, vitaminwater, Topo Chico, BODYARMOR, Powerade, Costa, Georgia, Gold Peak and Ayataka. Our juice, value-added dairy and plant-based beverage brands include Minute Maid, Simply, innocent, Del Valle, fairlife and AdeS. We're constantly transforming our portfolio, from reducing sugar in our drinks to bringing innovative new products to market. We seek to positively impact people's lives, communities and the planet through water replenishment, packaging recycling, sustainable sourcing practices and carbon emissions reductions across our value chain. Together with our bottling partners, we employ more than 700,000 people, helping bring economic opportunity to local communities worldwide. Learn more at and follow us on Instagram, Facebook and LinkedIn.
