In this article, we explore some of the most memorable campaigns from past Olympic Games and their impact on the public.
Best Ads from the Sydney 2000 Olympics
“Olympics – Celebrate Humanity”
One of the standout campaigns from the Sydney 2000 Olympics was the “Olympics – Celebrate Humanity” series. Launched by the International Olympic Committee (IOC) to mark the Olympic Year, this campaign aimed to highlight the core Olympic values of dedication, friendship, and joy. Featuring Robin Williams as the narrator, the campaign utilized television, radio, and print ads. The notable aspects included the lack of a specific brand behind it and the use of donated airtime from official Olympic media partners.
Adidas: “Horses”
Among the memorable ads from Sydney 2000 was an Adidas campaign featuring athletes attempting to ride horses. This humorous approach highlighted the brand’s support for athletes while also showcasing their struggle with a new challenge.
Best Commercials from the Beijing 2008 Olympics
Nike: “Courage”
Nike’s 2008 campaign celebrated 20 years of the “Just Do It” slogan with its “Courage” ad, showcasing the obstacles athletes overcome. Featuring 31 Nike-sponsored athletes and set to The Killers’ “All These Things That I’ve Done,” the ad underscored the essence of courage in sports.
Visa: “Go World”
Visa’s multi-part “Go World” campaign included ads such as “Derrick Redmond, Go World,” which celebrated the perseverance of British athlete Derrick Redmond. Another ad in this series highlighted Kerri Strug’s heroic performance at the 1996 Atlanta Olympics. A final ad focused on Dan Jansen’s triumphant victory after a series of personal and professional challenges.
Best Ads from the London 2012 Olympics
British National Lottery: “Announcement”
Inspired by the story of runner Jenny Meadows’ mother, this ad showcased how National Lottery funding supports British athletes, emphasizing the impact of such support on their Olympic dreams.
Powerade: “Power Through”
Powerade’s “Power Through” ad featured athletes overcoming intense challenges, underscoring the importance of hydration and performance.
Nike: “Find Your Greatness”
Nike’s campaign celebrated everyday sporting achievements in locations like East London, Jamaica, and Ohio. The “Find Your Greatness” message, promoted through the hashtag #findgreatness, emphasized that greatness is not confined to famous venues or grand stages.
Bounty: “Let the Spills Begin”
Bounty’s ad featured “future Olympians” dealing with household messes, showcasing the brand’s paper towels in a fun, Olympic-themed context.
McDonald’s: “Rivals for the Olympic Spirit”
McDonald’s ad highlighted the Olympic spirit by showcasing how rivalry among athletes fosters excellence and unity, despite their competition.
Best Ads from the Rio 2016 Olympics
P&G: “Thank You, Mom”
Procter & Gamble’s emotional “Thank You, Mom” campaign honored the mothers of Olympic athletes, celebrating their support and sacrifice.
Virgin Media: “Usain Bolt”
Virgin Media’s ad focused on Usain Bolt’s remarkable performance, inspiring viewers to push their limits and reach their full potential.
Gillette: “Perfect Isn’t Pretty”
Gillette’s ad, featuring Sia’s “Unstoppable,” celebrated the beauty of dedication and hard work, emphasizing that true success comes from overcoming challenges.
Nike: “Unlimited”
Nike’s “Unlimited” ad humorously depicted the future challenges athletes will face, highlighting their perseverance through various obstacles.
Under Armour: “Rule Yourself”
Featuring Michael Phelps, Under Armour’s “Rule Yourself” ad portrayed the intense training and discipline required for success in elite sports.
Samsung: “One Anthem”
Samsung’s ad combined fragments of national anthems into a single anthem, celebrating global unity and breaking down geographical barriers.
Best Ads from the Tokyo 2020 Olympics
BBC: “Tokyo 2020”
The BBC’s advert showcased the energy and excitement of the Games, inviting viewers to follow the extensive coverage.
P&G: “Lead with Love”
P&G’s “Lead with Love” celebrated the achievements and humanity of Olympic and Paralympic athletes, highlighting their care and compassion.
Best Ads for the Paris 2024 Olympics
OMEGA: “Announcement”
OMEGA’s ad emphasized its commitment to precision timekeeping, showcasing athletes in action and advanced stopwatches during the Paris 2024 Games.
BBC: “Announcement”
The BBC’s Paris 2024 ad highlighted the vibrant atmosphere of the city and the excitement of the Games, encouraging viewers to tune into their coverage.
Nike: “Winning Isn’t For Everyone, Am I a Bad Person?”
Nike’s thought-provoking ad explored the nature of competition and success, challenging traditional notions of victory and encouraging viewers to rethink their views on achievement.
Louis Vuitton: “Announcement”
Louis Vuitton’s ad showcased the luxurious medal cases designed for the Paris 2024 Games, highlighting the brand’s craftsmanship and collaboration with the Olympic Committee.
Powerade: “The Vault”
Featuring Simone Biles, Powerade’s ad reflected on her return to the Olympic stage and promoted an important conversation about mental health in sports.
Logo and Branding for Paris 2024
The branding for the Paris 2024 Olympic Games incorporates elements of French culture and inclusivity, showcasing how the visual identity was developed with community input.
