Bridgestone: “Every Second Counts” - 3 mins 20s
Olympic sponsors Bridgestone take an unusual approach with this introspective film starring Taekwondo silver medalist Lutalo Muhammad. Rather than take a look at the soaring heights of sporting success, the brand instead focus on the disappointment of losing - particularly, what can be learned from failure.
The topic is especially poignant under the current circumstances, as Tokyo 2020 teeters on the verge of being cancelled and it seems increasingly unlikely that Muhammad will get his second shot at gold. Regardless, this film offers an important contrast to the high-octane, achievement focused trend - saying instead that it's not falling that matters, but how you pick yourself back up.