A new Beijing Winter Olympics campaign uses choreography and an escalator in ingenious ways

As the Beijing Winter Games 2022 draws excitingly closer – 4 February, pop it in the calendar – the International Olympics Committee has just released a film for its latest campaign: Stronger Together. Created by Uncommon Creative Studio and directed by Salomon Ligthelm, the film highlights the connected aspect of the new Olympics motto, “Faster, Higher, Stronger – Together.” The advert uses some original choreography to show everyday people mirroring the actions of Olympic athletes from various winter sports.

During the short advert, people at offices, the pub, and construction sites all perform the actions of figure skaters, ski-jumpers and snowboarders – at one point, an escalator full of commuters appear to be steering a Bobsleigh uphill. At its close, a shot reveals an Olympian falling over before getting back up, joined by the amateur Olympians performing the same action. According to the IOC, the film illustrates “the power that believing in each other can bring to other people”.

Nils Leonard, Uncommon co-founder states: “We believe there’s a truth in saying winter sports have an added layer of vulnerability – the natural environment is often harsher, the falls can be more frequent – the suspense of it all couldn't be more compelling. We don’t just tune in to watch athletes win, we want to watch them rise on a global stage.” Stronger Together highlights this “unique relationship” between Olympians and their supporters, a release explains. “This display of togetherness and the belief of others power you to believe in yourselves; to push through that wall, take that leap, land that trick. Through every rise, every fall, every victory,” it continues.

The film joins a story also released as part of the Stronger Together campaign on solidarity, voiced by Olympic medallist Lindsey Vonn. It also adds to the ranks of innovative films released to celebrate the Olympics in recent years, including an animated spot from the BBC and a four-film skateboarding campaign featuring work from FKA twigs.