Why Rebel? Why?

A little before Christmas Rebel Sport released a TV ad asking New Zealanders “What’s Your Why?”.

The ad didn’t seem to relate to Rebel Sport at all. If anything, it felt like a limp attempt to connect the brand to Simon Sinek’s TED Talk.

But this week, the company released the missing link: a powerful TV ad and web story that reveals the reason ‘Why’ Sophie Pascoe pushed herself to swim to 9 Paralympic gold medals.

With a powerful story well told, my ‘why?’ has gone from ‘Why is Rebel Sport doing this?’ to ‘I see why Rebel Sport is doing this’.

What’s your Why?