{"id":91,"date":"2024-08-12T11:00:00","date_gmt":"2024-08-12T11:00:00","guid":{"rendered":"https:\/\/internship.infoskaters.com\/blog\/2024\/08\/12\/4-clever-olympics-marketing-campaigns-top-takeaways\/"},"modified":"2024-08-12T11:00:00","modified_gmt":"2024-08-12T11:00:00","slug":"4-clever-olympics-marketing-campaigns-top-takeaways","status":"publish","type":"post","link":"https:\/\/internship.infoskaters.com\/blog\/2024\/08\/12\/4-clever-olympics-marketing-campaigns-top-takeaways\/","title":{"rendered":"4 Clever Olympics Marketing Campaigns [+Top Takeaways]"},"content":{"rendered":"

Olympic ads don\u2019t make as big a splash as Super Bowl spots<\/a>, but the Games are still a reliable display of marketing creativity every two years.\u00a0<\/p>\n\n

As the Paris Olympics come to a close, I\u2019ve collected four ads (plus three honorable mentions) that stood out from the fray in 2024. I also talked to a few marketers at HubSpot to get their perspectives on why these ads work and how you can apply the same tactics to your own marketing campaigns.<\/p>\n

<\/a><\/p>\n

And it wouldn\u2019t be the Olympics without some GOATs, so I\u2019ve included a couple favorites from previous Games.<\/p>\n

2024’s Olympic Marketing Campaigns<\/h2>\n

1. LVMH: The Rooftops<\/a>
\n<\/h3>\n\n

If you watched the fever dream that was the 2024 Opening Ceremony, you may recall the masked marauder scampering across the rooftops of Paris and bellhops dancing with oversized Louis Vuitton luggage along the banks of the Seine.<\/p>\n

The Louis Vuitton trunks appeared by way of its parent company, LVMH, sponsoring the Paris Olympics. Thankfully (or not, depending on your threshold for absurdity) Louis Vuitton took a different tone for its official Olympics ads.<\/p>\n

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Completely voiceless and scored only by a crescendoing bassline, the deep shadows and rich colors evoke \u201cluxury\u201d from the first second. The camera skims over well-oiled athletes\u2019 bodies, drawing focus to form over function. Shot entirely at night, the shadows create mystery and build intrigue.<\/p>\n

Try This At Home<\/strong><\/p>\n

Whether you\u2019re going for luxury or beach vibes, make a list or a mood board of everything that evokes your desired tone: colors, shapes, textures, sounds, fonts, you name it. Every single element of your ad should serve the singular purpose of eliciting your defined voice.
\n You can also use HubSpot\u2019s advertising plan kit<\/a>, which includes free planning templates and a guide. <\/p>\n

2. Corona: For Every Golden Moment<\/a>
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I particularly like this ad because it breaks from the self-serious tone so many other campaigns use. Kyle Denhoff<\/a>, Senior Director of HubSpot Media, is also a fan, so I asked if he would break it down:<\/p>\n

Product focus. <\/strong>The Corona ad successfully positions the beer as the hero of the story. Through subtle yet effective visuals, the ad integrates the product into the narrative, and a group clinks beer bottles with a \u201ccheers,\u201d highlighting the product as the ad ends. <\/p>\n

Brand message: <\/strong>The tagline \u201cFor every golden moment\u201d cleverly aligns Corona with the prestige of Olympic gold, suggesting that its beer is the top choice for life\u2019s special moments. It\u2019s a message that encourages consumers to associate Corona with vacations, adventures, and friendships, reinforcing the idea that it\u2019s the go-to beer for memorable experiences. <\/p>\n

Cultural relevance: <\/strong>The ad effectively taps into the cultural significance of the Olympics. It uses seamless visual transitions to link personal golden moments with the triumphs of world-class athletes. This elevates the brand by associating it with excellence and achievement \u2014 from an event that everyone<\/em> is watching. <\/p>\n

Denhoff also pointed to Corona\u2019s clear understanding of its demographic \u2014 adventurous travelers in their 20s and 30s \u2014 and noted how Corona skillfully invited potential customers to see themselves in the ad.<\/p>\n

Try This At Home<\/strong><\/p>\n

Keep your product central to the ad without overwhelming your potential customers.
\n Elevate your brand by associating it with excellence.
\n Know your demographic. <\/p>\n

3. Hyundai: It\u2019s OK<\/a>
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Image Source<\/em><\/a><\/p>\n

Hyundai taps into familiar Olympic tropes like perseverance and hard work, but from a less familiar point of view. At first, it looks like an ad about Olympians practicing hundreds of hours beginning as very young children.<\/p>\n

And then a series of parents tell their respective kids, all frustrated by sports practice, that maybe it\u2019s time to take a break. \u201cLike a break<\/em> break.\u201d<\/p>\n

Instead of pushing through, each of the aspiring Olympians switches sports, accompanied by the tagline, \u201cNever give up on finding what you love.\u201d<\/p>\n

Try This At Home<\/strong><\/p>\n

Subvert tropes: This will require a clear narrative, so don\u2019t skimp on the storytelling.
\n Do some good: Simone Biles\u2019 2024 Olympic comeback has once again put mental health in the spotlight. After drawing criticism from some corners of the internet in 2021, when she pulled out of the Tokyo Olympics to focus on her mental health, Biles delivered a clear message to the haters this year that she made the right call. Hyundai subtly taps into the importance of mental health without being too on the nose. <\/p>\n

4. Parmigiano Reggiano Sponsorship<\/h3>\n

This is technically a 2021 ad, but we\u2019re counting it since it went viral during the 2024 Olympic Games.<\/p>\n

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A post shared by Giorgina \ud83c\udf39 (@giorgiavilla23)<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

Italian gymnast Giorgia Villa was sponsored by Parmigiano Reggiano during the Tokyo Games in 2021, where she pulled out of competition because of an injury. And even though the sponsorship reportedly ended in 2022, I like to think that the Italian team\u2019s group silver medal this year was powered by a barrel-sized wheel of piquant cheese.<\/p>\n

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Olympic silver medalist and Italian gymnast Giorgia Villa is sponsored by parmesan cheese and takes many of her photos while posing with large wheels of cheese pic.twitter.com\/klx8PEuFPN<\/a><\/p>\n

\u2014 Women Posting W’s (@womenpostingws)
\n July 31, 2024<\/a><\/p><\/div>\n<\/div>\n

Since medaling, ads from her 2021 sponsorship have gone viral. The photos of Villa have the sharp light and deep shadows of a Caravaggio, as she happily holds a wheel of cheese bigger than her torso. She\u2019s been quoted saying that she\u2019s loved the cheese since she was a little girl, and the smile on her face dares you to challenge that.<\/p>\n

Try This At Home<\/strong><\/p>\n

Tap into your audience\u2019s cultural heritage. By paying homage to Italian Renaissance painters, these photos demonstrate a deep appreciation for Italian identity and heritage.
\n Don\u2019t be afraid of some unusual juxtapositions if it\u2019s based on truth. <\/p>\n

Honorable Mentions: Personalities and Influencers<\/h3>\n

I\u2019m creating an honorable mentions category because these are neither traditional ads nor easily replicable for your own marketing. But I would be remiss not to include some of the personalities and influencers who have become walking ads for the 2024 Paris Olympics:<\/p>\n

Snoop Dogg<\/h4>\n

The unexpected gold medalist of our hearts, Snoop joined NBC as an official Olympic correspondent in Paris. In my extremely unscientific survey of a few fellow HubSpotters, 100% agree that he\u2019s the best advertisement for the Olympics, hands down.<\/p>\n

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A post shared by snoopdogg (@snoopdogg)<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

Dr\u00e9a Hudson<\/a>, HubSpot\u2019s Head of Audience Development, Distribution, says, \u201cThere is no one \u2014 and I mean NO ONE \u2014 who I would trust to carry the torch more than him.\u201d<\/p>\n

She also sums up his authenticity and appeal: \u201cThe ease in which he traverses Paris during the Games is said best by Uncle Snoop himself: \u2018It\u2019s me, being me.\u2019\u201d<\/p>\n

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My mom called me and told me how much she likes watching Snoop Dogg at the Olympics and I had to remind her that she grounded me for buying his CD once<\/p>\n

\u2014 Josh (@joshnorthsouth)
\n August 1, 2024<\/a><\/p><\/div>\n<\/div>\n

Snoop\u2019s curiosity is palpable (although he did require the emotional support of bestie Martha Stewart for the equestrian events, as he harbors a slight fear of horses). His joy is real. (As is his paycheck \u2014 a reported $500K per day<\/em>.)<\/p>\n

Colin Jost<\/h4>\n

Most of us don\u2019t have access to professional comedians, but Olympic surfers are probably grateful that NBC does. Their sport got a huge boost in visibility when SNL Weekend Update anchor Colin Jost assumed his position as NBC\u2019s surfing correspondent.<\/p>\n

Jost took one for the team and headed to Tahiti, where his reports have largely poked fun at his own ineptitude. After a minor accident involving shallow waters, coral reef, and ants, he claims that he\u2019s visited the medical tent more than any of the athletes (I\u2019ll refrain from further description for the faint-hearted among you).<\/p>\n

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A post shared by Colin Jost (@colinjost)<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

But as a surfer himself, Jost isn\u2019t just peddling jokes \u2014 he has a deep appreciation and understanding of the sport, and he\u2019s making Olympic surfing appointment viewing.<\/p>\n

Greyhound Olympics<\/h4>\n
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A post shared by Jayce & Nat | Responsible, educated & realistic dog ownership (@jayce_the_greyhound)<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

Instagram and TikTok have been an endless, and endlessly entertaining, source of unofficial Olympic ads and commentary, but I\u2019ll mention just one that\u2019s representative of the style and humor in these homespun Olympic tie-ins.<\/p>\n

A greyhound\u2019s ears flop in unison during a walk, and text over the video reads, \u201cMy dog could have competed at the Olympics but they cancelled the synchronised ear event.\u201d It hits all the right beats: Shouting out synchronized athletic events, adorable ears, and of course comparing Olympic greatness to a very pointy dog.<\/p>\n

Try These At Home:<\/strong><\/p>\n

It\u2019s a cliche, but it\u2019s true: Be like Snoop and just be yourself.
\n Comedy can be an effective marketing tool \u2014 but it\u2019ll be even more effective if it\u2019s undergirded by knowledge and appreciation for the product you\u2019re marking.
\n Apply Olympic tropes to everyday life.
\n Embrace absurdity. Synchronized ear events would undoubtedly draw a huge fandom.
\n If everything else fails, put your dogs in an ad. (Kidding. Mostly.) <\/p>\n

Best Olympic Campaigns of All Times<\/h2>\n

When I asked friends and HubSpotters what ads they loved from the 2024 Paris Games, there was a clear consensus: They\u2019re just not as good as they used to be. (According to Vox<\/a>, there\u2019s a reason for that, and it rhymes with shmartificial shmintelligence.)<\/p>\n

So just for fun, here\u2019s two gold medalists from the past decade:<\/p>\n

Canadian Institute of Diversity and Inclusion: The Luge (2014)<\/a><\/h3>\n\n

Image Source<\/a><\/em><\/p>\n

The Canadian Institute of Diversity and Inclusion ran this ad in support of gay athletes at the 2014 Olympics in Sochi, Russia. It\u2019s a good reminder that serious topics can still be approached with humor.<\/p>\n

Visa: Carpool to Rio (2016)<\/a><\/h3>\n\n

Image Source<\/a><\/em><\/p>\n

Visa\u2019s 2016 Carpool to Rio ad is full of clever details, like the synchronized divers nodding off in unison. This ad stands a little higher on the podium because of its joyous tone \u2014 many (most?) slick corporate Olympic ads take a serious view of the athletes\u2019 hard work and the obstacles they\u2019ve overcome.<\/p>\n

Marketing Takeaways<\/h2>\n

Even if you don\u2019t have access to celebrity spokespeople or a corporate budget, there\u2019s still plenty to learn from these ads. The most successful Olympic ads tap into the cultural significance of the Games and find authentic ways to link their product with the best athletes in the world, all without being too overbearing with their product placement.\u00a0<\/p>","protected":false},"excerpt":{"rendered":"

Olympic ads don\u2019t make as big a splash as Super Bowl spots, but the Games […]<\/p>\n","protected":false},"author":0,"featured_media":92,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-91","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/posts\/91","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/comments?post=91"}],"version-history":[{"count":0,"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/posts\/91\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/media\/92"}],"wp:attachment":[{"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/media?parent=91"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/categories?post=91"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/tags?post=91"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}