Better Never Quits
Campaign • Content
Better doesn’t have a finish line.
Excellence is never a single moment. Neither is determination, perseverance or the pursuit of something better.
Better Never Quits was built around the values Bose shared with Russell Wilson and J.J. Watt, using long-form storytelling to go beyond performance and show what kept each of them moving forward.
Different stories. The same belief: better is something you keep working toward.
We selected Judd Ehrlich because the films needed to feel like documentaries, not traditional advertising. His documentary sensibility helped keep the stories grounded in the people behind the athletes.
RUSSELL WILSON
One pass changed the biggest game of his career. The film follows how he turns that setback into fuel to get better, get back and go again.
J.J. WATT
From college walk-on to Defensive Player of the Year, the film looks at the obsessive work behind the rise and the drive to keep improving himself and everyone around him.
Recognition
Clio Sports Awards
Bronze · Partnerships, Sponsorships & Endorsements
The Ad Club Hatch Awards
Merit · Digital Video Long Form · Russell Wilson
Merit · Digital Video Long Form · J.J. Watt
