The Olympic Games aren’t just a time for the world’s best athletes to shine. They’re also a time for brands and agencies to get extra creative and do something special. With all the competition, which spots are actually breaking through with the viewers? Ace Metrix tested 136 Olympic-themed ads (100 from sponsors, 36 from non-sponsors) to find out. Using its proprietary Ace Score measurement, the company generated these results:
Dick’s Sporting Goods, The Contenders :60
Bounty, Allyson Felix: Faster Than Kloe
Procter & Gamble, Thank You, Mom – Strong
Chobani, Team USA & Chobani Present: Cooking with Marlen Esparza
Samsung, The Anthem – Rio 2016 Olympic Games
Bridgestone, Unstoppable
Samsung, The Greatest View
Hershey’s, Hello From Home U.S. Olympic Wrestler
Always, #LikeAGirl Keep Playing
Hershey’s, U.S. Olympic Hopeful Hello From Home
Pizza Hut, Pizza For The Games
Apple Mobile Phones, The Human Family – Shot on iPhone
Gatorade, Never Lose the Love
Core Power, Simone Biles Chooses to Be Awesome
Speedo, Speedo Fit
Adidas, Morgan Brian: Speed Takes Creativity
Ford, Unstoppable
Under Armour General Apparel, Rule Yourself-Michael Phelps :90
Adidas, Cyclist’s World
Nintendo Video Games – Family, Olympic Games
Ace Metrix found that ads from official sponsors are outperforming non-sponsor ads. Three-quarters of the ads featured an Olympic athlete, and inspirational messages were the most common theme. A small number of ads use humor.
“These ads found success by striking an emotional chord and through highly engaging visuals,” says Jason Zazzi, vice president of marketing at Ace Metrix. “Some of the online ads used a longer format which allowed them to develop deeper connections and tell stories of Olympians that people found inspiring and relatable.”
Come back next week to get the final tally on Olympic ad performance.
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