The Olympic Games in Rio de Janeiro do not only draw in sports enthusiasts. There are a lot of things going on for marketers as well. Almost every large corporation is currently fighting for the public’s attention.
Storytelling
The best Rio commercials have gripping storylines. In my blog about storytelling I already wrote that many companies are currently opting for this type of marketing. The reason is easy: you cannot convince modern consumers by simply stating that your product is the best out there. Instead you have to tell a story that touches people and one they would like to be a part of.
Sport is emotion and it is logical that large brands seize their opportunity when the Olympics are on. Most sports people have a great back story after all. Hard work, giving it their all, dealing with setbacks and finally triumphing at the highest stage. This is the storyline of many commercials and they are of course not all as original. Here are five commercials that stood out.
1. Procter & Gamble: Thank you, mom
This commercial starts with a siren, extremely bad weather and a girl that is taken to a shelter by her mom. Then we see a girl in the backseat of a car when it is hit, a boy stuck in an elevator and a little boy experiencing turbulence on an airplane. They are all future top sportsmen. Each time their mother comforts them, even later in life when they are going through hard times while practicing their sport. And when this gymnast, beach volley ball player, sprinter and diver finally became successful, they immediately thanked their mothers.
“It takes someone strong to make someone strong”, is the message shown on the screen. Only afterward we find out that this emotional commercial is by Procter & Gamble. ‘P&G. Proud sponsor of moms.’ A smart way to connect mothers to the Games. P&G knows of course that in many families it is still mom who does the grocery shopping.
2. Samsung: The Chant
Samsung knows that emotion is a valuable marketing tool. Their commercial ‘The Chant’ is about Margret Rumat Rumat Hassan, a sprinter from South Sudan. The African country that is torn by civil war was allowed to compete under their own flag for the first time. And Margret is one of them.
When the athlete walks toward the stadium, we see impressive footage of celebrating compatriots, young and old, who are cheering her on en masse and chanting her name. The happiness is touching, also because you as the viewer realize that inhabitants of Sudan have a lot to deal with.
Samsung is taking on the role of ‘Proud sponsor of those who defy barriers’ in their advertisement. The product placement is not that subtle by the way in this commercial. Margret is wearing here Samsung earphones and chucks her Samsung smartphone in her purse. But this does not affect the impact of the commercial.
3. Heineken: Orange your world
A Dutch commercial we can’t ignore. This commercial is about the Brazilian João who because of his orange work clothes is mistaken for a Dutch fan. He goes from party to party and even ends up in the Holland Heineken House, but knows nothing about The Netherlands. Except then that’s where Heineken is from of course.
Very nice, but the Heineken marketing team will not be completely satisfied. After news broke that Yuri van Gelder had to go home because of drinking alcohol, a discussion erupted on Twitter on whether a beer brand should be allowed to sponsor the Games. Multiple brands played in on this ‘Olympic drama’.
4. Gatorade: Never lose the love
Humor plays a large part in this commercial by sport’s drink manufacturer Gatorade. We see famous athletes, such as the sprinter Usain Bolt and tennis player Serena Williams, who when she was a child subjected herself to a strict training regime Because every top sportsman or woman started out at one point as a child that fell in love with their sport.
The footage of the stars and their young self is disarming. The moment when Bolt does his distinctive greeting together with the child, leaves you no other choice but to smile. And if you don’t, you will at the end, when the little guy does a celebratory dance (while Bolt is drinking Gatorade).
Gatorade made by the way a few other good commercials in which athletes talk about when they were kids. Add to this a nice looking animation movie of no less than seven minutes with an accompanying ‘making of’ about Bolt’s life. This is the brand’s way to market itself as an advocate and lover of sport.
5. Channel 4: We’re the superhumans
Sure this commercial is actually about the Paralympics, which will also be held in Rio as of 7 September. This commercial has very little relevance for the Dutch consumer, because it is a promotional film of the British broadcaster Channel 4. But I do think the film is brilliant and definitely deserves mentioning on this blog post.
Contrary to the other commercials, which tell us a little story, ‘We’re The Superhumans’ is more of an ode to people with physical limitations. You see a singer in a wheelchair and musicians, dancers and athletes who are for example missing one or both arms. They are singing and moving to the song Yes I Can.
We also see a race car driver and an armless pilot A stuntman in a wheelchair does the final chord. The commercial’s message: even with a handicap you can make your dreams come true. The commercial emphasizes the talent of people with a handicap, not their physical shortcomings.
Tastes Differ
This is only a small selection of the hundreds, if not thousands of commercials, businesses surrounding ‘Rio 2016’ are releasing onto the world. You may have a different favorite, tastes differ after all. I think these commercials are all well made and were able to bring attention to the brand in a specific way.
Sports are of course the main focus of the Games, not business. I also remain hopeful that The Netherlands will be able to score some medals at least. At any rate, as a marketer you won’t be bored during the commercial breaks.
