As the 2018 PyeongChang Olympics rev up, so are the sponsored advertisements. Because of the unique nature of the Olympics, advertisers who utilize this global event will likely see as much, if not more, success as they would advertising during the SuperBowl. In this age of digital advertising and savvy consumers, more and more brands are turning to brand videos instead of conversion videos. Here are just a few of the characteristics that make a great brand video:
- Drives brand awareness without selling a product too hard
- Convenient, online consumer accessibility
- Tells a great story
- Makes a bold statement
Through the past few decades, the Olympics have become one of the prime events for brands to tell their story and broadcast it to the world. So in honor of the upcoming Winter Olympic Games, we thought we would take a look back at some of the most successful brand videos that have been broadcast during past games.
- P&G – ‘Thank you, Mom’
You’ve likely seen this commercial a handful of times since it was first broadcast during the 2012 Summer Games in London. While P&G has aired dozens of variations of this campaign, the same spirit of the ad rings true throughout them all — Olympic athletes would be nowhere without the love and support of their mothers. This highly successful ad campaign draws on universal themes like the lifelong strive for greatness, as well as the unconditional love we feel for our families. With these commercials, P&G emphasizes their family-first values and succeeds in associating their brand with family, positivity, and acceptance. Here are two examples of this exponentially successful campaign. We dare you not to shed a tear.
2) Hershey’s – ‘Hello from Home’
Hershey’s “Hello from Home” spot is the perfect example of producing a relatively low-cost spot that still associates their brand with an inspiring tale of triumphing against all odds. Featuring the Paralympic swimmer Mallory Weggerman, this spot tells the incredible story of how she turned to swimming after losing the ability to walk, while her family supported alongside every step of the way. While the spot highlights Hershey’s products for a brief moment, the attention is quickly turned back to Weggerman’s story and her family’s undying support.
3) Coca-Cola – “Taste the Feeling”
Does this title ring a bell? If so, it’s probably because you tuned in to the Rio 2016 games and witnessed Coke’s new spots featuring a contagious jingle of the same name. Coca-Cola spent over $100m to be considered a “Worldwide Olympic Partner”, meaning they were direct advertisers with the Olympics. This doesn’t include the actual cost to produce and air the ad on prime time television. While not many companies can afford this exorbitant advertising cost, we can give it up to Coca-Cola for creating a successful ad that left a happy, carefree jingle stuck in the minds of millions of viewers. Note the use of golden hues and smile-inducing visuals featured along with the iconic soundtrack. Once again, Coca-Cola makes it difficult not to grin while watching one of their videos.
4) Apple – “The Human Spirit”
We dare you to find one Apple commercial that doesn’t draw you in, whether it’s visually or emotionally. Apple’s ‘The Human Spirit’ ad made waves during the Rio 2016 Olympics for its striking visuals, all shot on an iPhone, against the compelling narration of Maya Angelou’s famous poem. This ad is a beautiful example that less can often be more when it comes to striking ad campaigns. What is even more intriguing is that an actual iPhone is not shown even once throughout the entire video. With “The Human Spirit”, Apple perfectly nailed the characteristics of a great brand video: bold and brand-focused while telling an incredible story.
5) United Airlines – “One Journey Two Teams”
This ad is one of our favorites. Even though this spot is much more technically sophisticated than the others, it tells a similar story of the USA athletes’ journeys to Rio in a more eye-catching way. While not quite as subtle with their use of product placement, this ad from United still puts the focus on the journey of the USA Olympic team. There’s no doubt that this bold, exciting ad drew the attention of millions of viewers during the Rio 2016 Olympics. While being a successful brand video, this ad is also just fun to watch.
Commercials aired during the Olympic games are some of our favorites, and it’s not hard to see why so many consumers respond positively. It has been said that the perfect TV commercial touches the head, the heart, and the funny bone. These brand videos certainly connect at least one, if not all, of these emotions. If you’re hoping to reach similar levels of success, gathering inspiration from these Olympic brand videos is the perfect place to start. For more information about creating iconic and compelling brand videos, view some of our past corporate videos here and give us a call today!