• by Les Luchter , July 30, 2024

Espousing its role as Team USA’s official health equity partner, Eli Lilly’s one-minute “One Body” film stresses that everybody might get sick, but “you don’t have to accept that.”

“No matter how strong you make your body, its health may be out of your control,” the spot states. “Since you only get one body, let's fight like hell for it.”

Created with Wieden+Kennedy Portland, the adpremiered during the Olympics opening ceremony and is now running on broadcast, online, streaming and social platforms.

“You only get one body,” a voiceover begins, before giving several examples of how one’s body may turn out.

“It might turn out seven feet tall,” the VO says, as a very tall basketball player is shown.

It “may take up a lot of space” or “move differently,” he continues, visualized via a weightlifter and a sprinter.

Or “it might be the perfect size to do this” -- as Team USA gymnast Suni Lee performs.

Lee is one of seven Lilly athlete partners for these games. The group also includes gymnast Simone Biles, track stars Gabby Thomas and Nick Mayhugh, beach volleyballer Sara Hughes, swimmer Chase Kalisz and Paralympics high jumper Roderick Townsend.  They are all sharing the film on social media along with other Team USA members and Lilly athlete-partners from previous games, the pharma giant tells Marketing Daily.

Lilly is also bringing its health equity message home through “Milestones into Meaning,” which will provide charitable organizations with $5,000 for every Team USA Olympic and Paralympic medal won and World Record or Olympic/Paralympic Record broken this summer. The funds will be divided up between 24 different charities.

As of 11:30 a.m. ET on Tuesday, that pot had already exceeded  $100,000, as Team USA has achieved more than 20 qualifying milestones, Lilly reveals.