Translated directly into English, there is no literal meaning for the Finnish word ‘sisu’. However, it is a universal word that describes the concept of bravery, tenacity, and determination. The qualities that perfectly embodies the characteristics found in the fearless and hardened Finns as seen by some of the world’s greatest athletes like Mika Häkkinen, Kimi Räikkönen and Valtteri Bottas.
Those are exactly the qualities that you are going to desperately need is all forms of physical full-contact sports. Because one way or another, you’re going to get hit in the face and if you are unfortunate enough, take a blow to the mouth and ruin your perfect pearly whites! So, a mouth guard is your best friend in making sure you not only eating properly, but also speaking and drinking as well. Lemonlight made it their mission to empower the concept of ‘sisu’ for SISU Mouth Guards that will make any athlete a fearless one! How? With an over-the-top, hyped up and high-energy advert!
Lemonlight’s 30-second advert for SISU mouth guards start in a locker room of four football athletes and a Finnish coach. Giving them a pep talk and instilling the ‘sisu’ philosophy into them. All the while also brandishing SISU’s mouth guards and the athletes hyping themselves up be screaming ‘sisu’.
The coach also points out the various features of SISU’s mouth guards that he integrated into his pep talk, the most important of which being having the ability to talk, breathe, and drink fluids normally while performing intense physical activity when wearing it on your person.
The final act of the coach’s pep talk then ends on the last major feature of the mouth guard, which is also being durable enough to remold the overall shape of the mouth guard up to 20 times to fit your upper jaw perfectly.
Though the entire team brief just focuses more on the features of SISU’s mouth guards rather than the actual game that they are to going to play, Lemonlight managed to perfectly execute a cinematic feel that we often find in dramatic sports movies and inspiring ourselves!