Ahead of this summer's Olympics, we're going to see any number of inspirational sports ads. But we can bet for sure that this is the only one that's centered around farting.
The ad, by Ogilvy El Salvador, apes a style we're used to seeing from sports brands by documenting (in a completely deadpan way), the journey and triumphs of an "air-farting" champion. For non-connnossieurs, that's performing a stylish high jump and breaking wind at the highest point. Our hero, Jorge Chavez, explains as we see footage of him training in the mountains that he's always had a passion for sports, and eventually found his niche as an air-farter. Coaches and referees are interviewed earnestly detailing the intricacies of the sport -- it's judged on four factors: height, style, odor and sound.
Like all the best docu-style sports ads, the film (shot in muted colors and with arty details such as a slowly dripping tap) focuses on the dark moments as well as the triumphs; like the time Chavez stopped farting three months before the championships. Fortunately he decided to go for it anyway -- and scored a perfect ten with "the best fart of my life."
If you're wondering where all this is leading, or what on earth the brand is, keep watching to the end; it's a spot for natural "colon regulator" Colonfine. And the tagline? "Gets rid of Olympic gases."