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Filled with adrenaline, reinforced by love
Back in the day, the Rule 40 of the International Olympic Committee (IOC) restricted brands from featuring athletes in their advertisements, unless they were the brand ambassadors. The same led to many brands like ‘Under Armour’ and ‘Brooks’ Running pulling down their advertisements with famous athletes such as Michael Phelps and Usain Bolt. Thanks to the rule being made liberal to allow brands co
Back in the day, the Rule 40 of the International Olympic Committee (IOC) restricted brands from featuring athletes in their advertisements, unless they were the brand ambassadors. The same led to many brands like ‘Under Armour’ and ‘Brooks’ Running pulling down their advertisements with famous athletes such as Michael Phelps and Usain Bolt. Thanks to the rule being made liberal to allow brands come up with generic ads, this edition of Olympics gave some really energetic and emotional advertisements to us.
Our favourite is Under Armour’s ‘Rule Yourself’. Featuring the US Olympian Michael Phelps; most of this ad was shot in dark. From the swimmer’s exhausting workouts outside the pool to his endless stroke practices in the pool, every second of the advert is heart thumping.
International sports events such as the Olympic Games have always created engagement opportunities for brands. And while this edition of Olympics had a major chunk of adverts from automobile brands, we discuss the ones that were GOLDEN
Crossing over 10 million views on YouTube, the spot by ‘Under Armour’ is the second most shared ad of 2016 Olympics and the fifth most shared Olympic spot ever. (Source: Unruly)
The Olympic Games offer an unequalled advertising and marketing for sportswear and sports goods brands, and Under Armour leveraged a big part of it. Besides its online success, the spot also bagged a prize at the Cannes in June. Well, the most intriguing part of the ad is its sign-off line – “It’s what you do in the dark that puts you in the light.”
It is not only Under Armour, who leveraged the tempo of the Olympic Games, FMCG giant Procter & Gamble (P&G) produced and released an emotional yet powerful campaign 100 days ahead of the commencement of Rio 2016 Olympic Games.
Under its campaign ‘Thank You, Mom’, P&G released the advert titled ‘Strong’. The advert discovers the courage every mom shows and the role she plays in her child’s success. From large and tough moments to small incidents in their daily lives, ‘Strong’ explores and echoes the courage and strength of four mothers and their kids.
Directed by Jeff Nicholas, the advert pays tribute to every mom and honours her courage and strength in raising her child bold and strong. Behind every amazing athlete is an extraordinary mom, pushing herself time and again to ensure the best outcome for her child.
The advert reinforces the very fact that rising to challenge, and making her child shine one milestone at a time, moms are an epitome of strength and support. A gripping ad always has a strong sign-off, and this ad by P&G fades out with the statement – It takes someone strong to make someone strong. If you have not watched the advert yet, go watch it; we are sure you will relate to it, go back and thank your mom.
