For Derrick Rose and the Chicago Bulls, the point guard's meniscus tear in his right knee couldn't have come at a worse time.
But for Powerade's latest ad campaign, the timing couldn't be more perfect. Even though the sports drink brand is unlikely to celebrate the fallen star's injury, there's no question that the company's latest campaign stands to benefit.
Not even 48 hours after the Bulls announced that the one-time MVP would need another surgery on his knee -- thus thrusting the rest of his season into doubt -- Powerade has come out with a new ad campaign called #PowerThrough. The campaign pairs images of Rose -- and ostensible scenes from his childhood home of Englewood, a neighborhood in Chicago -- with selections from Tupac Shakur's poem, "The Rose That Grew from Concrete."
The commercial is quite striking in its emotional power, and the story of Rose's struggles -- not only in childhood, but after facing three major injuries in fewer than three years -- only amplify the message of Shakur's lyrics.
Rose shared the commercial on his Facebook page, which he often uses to post messages of encouragement and to relay his determination to his fans. It's obvious the ad campaign was already in the works before his latest injury, but Powerade hasn't said whether it hurried up its release to better coincide with the Bulls star's latest setback.
At any rate, it's rare for an ad campaign to be so prescient and relevant to current events. Given the latest hurdle facing Rose, its message is very moving.