LOS ANGELES, April 2. Speedo will air its first-ever television commercial, April 12-13, during NBC’s coverage of the Mutual of Omaha Duel in the Pool. The swim meet features the top two swimming nations, the United States and Australia, in head-to-head competition.
The spot is part of an increasingly aggressive marketing campaign behind Speedo, which already is the number one brand in terms of swimwear sales and consumer swimwear brand awareness, according to market research firm NPD. Additional marketing efforts include the company’s recent return, after an eight-year hiatus, to the Sports Illustrated Swimsuit Issue, with a one-page print ad.
“Speedo products are already considered the industry gold standard,” said Craig Brommers, Vice President of Marketing. “With our first television commercial, we are looking to further our emotional connection to consumers through an aspirational story.”
The commercial features three-time Olympic Gold Medalist Lenny Krayzelburg, who plays himself, alongside a young actor who was cast as an up-and-coming swimmer.
The storyline celebrates the competitive swimmer, which research suggests is among the most dedicated, focused, and quirky of athletes. It also will expose viewers to Speedo's active lifestyle products that go beyond the pool.
The production took place at the site of Krayzelburg’s first junior competition in Bellflower, Calif.
Nine 30-second commercial spots will air throughout the two-day Duel in the Pool telecast. Additional airings will be part of existing inventory in Speedo-sponsored sports telecasts such as the FINA World Championships and USA Swimming National Championships. The commercial also will be used to promote Speedo in other marketing avenues, such as retail, web, trade shows and events.
Creative was handled by Insolito, Milan. Production was handled by Los Angeles-based Morton Jankel Zander. The director was Annabel Jankel and the producer was Francie Moore.