Canadian Olympic Committee - Be Olympic

Olympic athletes are often praised for their commitmemt to training, but this spot from Sid Lee paints the nation's sportstars by way of their virtues instead.

Helned by Ian Pons Jewell, the ad honours the Canadian Olympic Committee (COC) and calls into questions the strengths and values of Canadian athletes, urging them to be more virtuous, victorious and Olympic at this year's South Korea's Winter Olympics, which kicks off next week.

National sports heroes across the ski, skate, snowboarding and ice hockey categories star in the spot, assuming legendary positions as warming classical music sounds in the background to suggest their deserved godlike status.

“We wanted to shine a light on moments in our athletes’ stories that showcase the best of us – values that define what it means to be Canadian and to be Olympic,” said Derek Kent, COC's Chief Marketing Officer. “In doing this, we honour their dedication and their journey. We want to encourage Canadians to dig deeper and be inspired by our Olympians’ incredible passion for sport. Inspired by their values of determination, unity and resilience.”