Lilly Finds the Method in the Madness

The American pharmaceutical company’s poetic Winter Olympics spot captures the obsessive rituals behind athletic progress through 100 years of archival footage.

Directed by Martin + Lindsay through Furlined, this captivating campaign from US pharmaceutical brand Lilly takes us on a whirlwind visual journey through the scientific process behind Olympic success.

Titled Never Over, the spot unfolds as a mesmerising sequence of roughly 70 unique vignettes sourced from hundreds of historical archives, spanning almost a century.

Set to found audio from a 1950s-era educational film, the spot unfolds like a freight train of forward momentum, moving through hockey scrapes, lab experiments, MRIs and bobsled runs in a continuous cycle of testing, learning and improvement.