The Summer Olympics are in full swing. For the next 6 days, the world is captivated by these elite athletes. But Olympians aren’t the only ones with high stakes and the world watching. Some elite brands are also striving to inspire millions around the world.
We’ve pulled together three of our favorite ads to explore how these world class brands are able to tap into the powerful emotions of the Olympics. Only a small number of brands can be Official Sponsors but the ability for brands to connect on an emotional level with their consumers is always relevant.
Chobani connects to the good in us
When a 10th of a second can be the difference between achieving your dream and not, every detail matters. Chobani taps into the desire to be your best. That includes eliminating the bad stuff.
Chobani’s ad campaign highlights how Olympians have to eliminate all of the bad stuff from their lives in order to be great and ultimately, win the Olympics. This bad stuff includes crappy food, unhealthy habits, and also negativity, hatred, and jealousy. It shows this to highlight that Olympians should be putting good stuff in their bodies like Chobani. Which is where their slogan “You can only be great if you’re full of goodness” came from.
Chobani created a few advertisements featuring different Olympians who had to overcome adversity to get where they are today. This also sparked the social media campaign with the hashtag #NoBadStuff. Chobani also created a few different athlete spotlight stories which are videos of about 2 minutes that share how the athletes have overcome bad stuff in their lives to achieve greatness.
How are you helping your audience achieve their goals? Connect to their potential and share how you can help. Do you have exceptionally good ingredients in your food? Highlight how your ingredients help achieve a healthier lifestyle. Are you a clothing company that uses sustainable practices? Highlight the impact your audiences’ clothing choices have on the world around them. People want to be doing good things and no one really wants bad stuff in their lives.
Reese’s makes us laugh
Now to go on the completely other side of the spectrum, with a candy that might not be so good for you…. We move on to Reese’s. Reese’s recent commercial shows Winter Olympian Lindsey Vonn completely failing at all of the Summer Olympic Games. So, instead of succeeding in her off season, she enjoys a Reese’s. This is funny because it’s relatable — there’s plenty of us that aren’t good at sports and plenty more of us that will be watching the Olympics while eating less-than-healthy foods.
It’s interesting that a sugar-snack was able to connect their product to the olympics. They did this by being appealing to our imperfections and using humor. People can relate to trying something for the first time and not being the best at it. Or people can relate to thinking something is going to be easy, like getting on a horse, but having it be beyond difficult. So you know what, instead of failing at every Winter sport why don’t you just eat a tasty Reese’s snack (something we’re all good at)?
People enjoy when advertisements are real and speak to our human side. It makes them feel like the advertisement really understands the real them and not some artificial person they are trying to sell to. When consumers see this commercial, they think “That’s totally me, I can’t ride a horse either! But I sure do like Reese’s…”
So the next time you’re trying to relate to your audience, think about moments where you’re just what your customer needs.
Gatorade connects to our inner-child
In Gatorade’s recent commercial the brand shows four different olympians and how they are still young at heart. It shows them with child-versions of themselves pushing them to be their greatest. Their children selves are egging them on to be faster, stronger and better. The commercial is called “Never Lose the Love” and it plays off of how the greatest at their craft never lose the love for what they do. It’s all a part of a bigger ad campaign by Gatorade that is called “For the Love of Sports”. It follows these same four athletes and tells the stories of their childhoods and how they became who they are today.
This is great because everyone can remember being a kid and it creates a good feeling inside when you see this commercial. Who doesn’t want to be a kid again? Almost everyone can relate to reminiscing on their childhood and how it made them who they are today. Gatorade connects to the inner child in all of us by reminding us that we’re all still kids.
Next time you’re struggling to connect with your audience, think about what their passion is and how you help them live it.
All of these ad campaigns were inspiring in their own way. Whether they used positivity, humor or nostalgia. Next time you see an ad during the Olympics, think about how they’re able to connect to you emotionally and how you can use that for your own brand.