Stephen Curry surmonte ses peurs dans la dernière publicité de Kaiser Permanente

Le meneur des Golden State Warriors, Stephen Curry, n’est pas un rookie dans le monde de la publicité. Après être apparu dans de nombreuses publicités pour Under Armour, NBA 2k, Vivo, JBL et plus récemment, Chase, il revient aujourd’hui pour la marque de santé basée à Oakland, Californie, Kaiser Permanente, qui a décidé de montrer Curry à travers ses faiblesses et peurs, un point de vue rarement emprunté par les marques américaines.

Créée par l’agence Translation, la publicité ouvre sur Steph Curry en pleine concentration, prêt à rentrer dans sa bulle de préparation d’avant-match. On entend alors une voix qui véhicule les critiques à l’encontre du joueur : « Can Curry deliver ? » … « He’s not one of the greats yet. » (« Est-ce qu’il peut aller au bout ? » … « Il ne fait pas encore partie des grands joueurs. »)

Alors qu’il rentre dans la bulle, Curry prend une grande respiration avant de plonger dans un monde marin surréel, où des filets de basketball se transforment en méduses et les balles en torpilles. La cacophonie de critiques continue alors que Curry reste « calme, fort, déterminé » (« Calm. Strong. Focused. »). Le chaos se transforme en silence et Curry s’avance enfin vers la lumière du terrain de basketball. On découvre alors le packshot de fin « Train the mind. The Body will follow ». (« Entraîne ton esprit, le corps suivra ») puis le logo de Kaiser Permanente. 

Dans cette publicité de Kaiser Permanente, on découvre un côté plus introspectif de Curry, là où la dernière publicité de Chase le montrait sous un angle plus joyeux et humoristique avec Serena Williams. La publicité est aussi un changement de positionnement pour la marque comme le confirme Lawrence Montgomery, Responsable de la publicité chez Kaiser Permanente : « Nous changeons de positionnement avec cette publicité : avant nous étions plus inspirationnel en essayant d’inspirer notre public à réfléchir, et maintenant nous reconnaissons que la prospérité est difficile à atteindre. (…) Pour l’homme et la femme de tous les jours, être en mesure de se rapprocher de cela, nous pensons, est quelquechose de difficile et puissant. Ce n’est pas seulement être positif et s’amuser. Mais nous disons la chose suivante : « Oui c’est difficule, mais il y a des choses que vous pouvez faire pour surmonter cela. »

En tant que société de soins de santé, Kaiser Permanente a pour mission de promouvoir la «santé totale», a déclaré M. Montgomery. Ces dernières années, cette idée s’est étendue au-delà  de la nutrition et de la promotion de l’activité physique à la santé mentale et aux troubles comme la dépression. « En 2017, nous avions dit qu’il y avait plus que la dépression dans les troubles de santé mentale, et nous voulions trouver une façon d’aborder le sujet de manière pertinente pour un public plus large », a-t-il déclaré.En France, si vous voulez vous aussi vous isoler du stress du quotidien et vous concentrer sur vos objectifs à venir, nous vous conseillons d’aller tester le 1er centre de flottaison, Les Bulles à Flotter, basé à Paris dans le quartier de Bastille et qui a ouvert il y a peu un centre à Bordeaux, près de la Cathédrale Saint-André. 

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