adROAD to Rio

In just a few weeks, the world will turn their eyes to witness one of the most celebrated and historic international multi-sport events. The Games of the XXXI Olympiad (Rio 2016) will take place in Rio de Janeiro, Brazil, from August 5th until the closing ceremonies on August 21st, encompassing more than 10,500 athletes from 206 Countries, and 28 sports. Tracing back to 776 BC, the Olympic Games hold a special place in the hearts and minds of viewers and participants across the globe.

Rio Olympics

Originally a single sports event, the first Olympic Games were made to display athleticism and dedication to the Greek Gods. However, modern Olympics are more focused on Country pride, competition and (debatably) which brand reigns supreme.

At adHOME, we are extremely interested in international advertising strategies, especially when the potential audience is in the billions! This year’s Olympics, like the years before, is decorated by the hundred of brands that sponsor, participate in, or even admire the event. The Olympic Partner Programme of this summer’s Olympics are not foreign to marketing to the world-wide stage, and include Coca-Cola, Atos, Bridgestone, Dow, GE, McDonald’s, Omega, Panasonic, P&G, Samsung, Toyota, and Visa (“The only card accepted at the Olympic Games”). These companies do amazing work for the Olympics by funding construction, giving sponsorship opportunities for individual athletes, or giving out goods and swag during the event.

What’s a major international event without all the marketing hype?! Here is a list of this year’s top Olympic commercial contenders—In a true Olympic fashion! Once again, Coca Cola and McDonalds are in the running, both of which have been pumping out Olympic commercials for the past decade or more. Nike’s “To Victory” alludes to future Olympians and gives a true sense of excitement—and that first shot is just too cute!

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Receiving the adHOME Bronze is Samsung, another Olympics Veteran, who celebrated South Sudan’s official entrance into the IOC with their commercial entitled “The Chant” . As an ode to Team USA, Under Armour released the “Rule Yourself” video series featuring USA Women’s Gymnastics and USA Swimming featuring Michael Phelps. These videos have gained so much traction that a re-creation was made for the Russian Rhythmic Gymnastics Team. It is Under Armour’s look into the rigorous training of an Olympian, captioning “It’s what you do in the dark, that puts you in the light” that lands them the adHOME Silver Medal.

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Winning the adHOME Gold Medal is… P&G’s “Thank you, Mom—Strong”! P&G has once again created a beautiful, tear-jerking commercial series that makes you just want to run and hug your mom. “Thank you, Mom” is an award-winning campaign that has produced some of the most-viewed Olympic videos of all time! In previous years, P&G has taken this opportunity to highlight Olympians and their mums, and this year is no different. Captioning the video “It takes someone strong to make someone strong”, the video follows four olympians and each of their moms.

Although it seems many companies jump on the Olympic Bandwagon, others have been working hard to make sure that Rio 2016 is a success by giving money and increasing international buzz. We can’t wait to see what the Olympians have been working on!