1. You don’t have to be an official Olympics sponsor to make the Rio Games useful for your brand. The rules have been relaxed on running Olympics-themed advertising. Of course, you can’t imply you’re a sponsor can you, Telstra?
Official Olympics sponsor, Optus, got very creative after Telstra tried to steal its microphone. Emotive’s #FanUpAUS includes two offbeat videos pumping for Australians to support our Olympians.
2. One of the Rio Olympics’ most heartwarming ads is from USA Swimming, swimming’s national governing body in the US. While most ads worship the special character of greatness, its ad suggests that greatness can come from anywhere.
The ad by Colle+McVoy shows Olympic swimmers, Michael Phelps, Ryan Lochte, Missy Franklin and Katie Ledecky, when they were awkward children in the pool – those scenes underlined by commentary of their recent champions’ feats.
3. McDonald’s is doing something entirely different. Its agency, DDB Chicago is sending 100 children from around the world, who embody friendship, to take part in the opening ceremony of the Games on August 5.
4. Australian sports band, Skins, has launched an (un)official Olympics language, Esportanto, which aims to enable all sports fans from all countries to be a united following because it’s an emoji language. The idea for #Esportanto came from UK agency, BBD Perfect Storm.
But sports brands, telcos, broadcasters and soft drink-fast food giants are expected to align themselves with the Olympics. It’s more fun to look at how the less likely brands are doing it.
5. Chobani is built on its founder’s belief that “you can only be great if you’re full of goodness”. But its Olympics campaign by Opperman Weiss goes one step further, with a TV, packaging and social campaign built around the slogan, No Bad Stuff.
The anthem spot is extended by 30 and 15 second spots in which individual athletes endorse the idea that you can only be great if you don’t allow bad stuff in your products, bodies or lives.
5. In the UK, Aldi is the first official supermarket partner to Team GB. The ads are nothing special. They lack the humour, and the originality, with which Aldi advertising is usually glued. But the idea is good and the company’s Olympics passion can’t be questioned.
6. Grey New York helps Gillette to glorify Olympians by showing the dark side of becoming great – the pain you have to beat to get there. Sia offers a bit of help too, in the form of a remix to her song, Unstoppable.
7. It makes perfect sense for Airbnb to attach itself to the Olympics. And it has. It has become the Olympics’ first official “alternative accommodations” sponsor, and as part of the deal will offer about 20,000 rooms, apartments and houses scattered across the seaside mega-city, aimed primarily at Olympic visitors.
Airbnb co-wrote and co-directed its Olympics campaign, #StayWithMe (#SejaMeuHóspede in Rio), a video series of three stories, with its host community in Brazil. Airbnb is also asking the Airbnb users in Rio to participate by sharing photos or short videos of their experiences.
8. And lastly, United Airlines has promoted its backing of Team USA with a 60 second music spot by mcgarrybowen in which Olympic athletes handle the airport experience in…well…the Olympic manner. Their antics are set to a Rio-style remix of Gershwin’s Rhaposdy in Blue, created by Brazilian street musicians under the direction of production company. Yessian Music. And the voiceover is by Matt Damon.