The 2018 PyeongChang Winter Olympics have dominated the news and our social feeds this past month. Throughout the highs, the lows and the incredible upsets of the Games, there were plenty of special moments: the charming interview antics of the first openly gay Winter Olympian Adam Rippon, rising star Chloe Kim’s snowboarding gold medal and desire for a breakfast sandwich, the U.S.’s rising medal count, and so much more.
Over the course of the Games’ 17-day run, athletes from all around the world had their time to shine—and between event coverage, so too did many advertisers. The Olympics are a place marketing campaigns and ads to flourish, as they’re often talked about similarly to Super Bowl ads. Like the athletes themselves, these commercials can move and inspire audiences, and as a result, ads that are touching, thoughtful and uniting are taking centre stage—and even going viral.
Here are some of our favorite 2018 Winter Olympics commercials and campaigns that showed us that AiringBoringAdvertisements.Sucks.
P&G’s “Thank You, Mom”
This is not Procter and Gamble’s first foray into powerful Olympics commercials. As a part of the company’s #LoveOverBias campaign, the “Thank You, Mom” ad spotlights moving moments of motherly love in the face of adversity. The montage is even set to a tear-jerking rendition of the song, “Ooh Child (Things Are Gonna Get Easier)”. The commercial has been particularly praised for its positive portrayal of mothers of LGBTQ+ youth.
Toyota’s #StartYourImpossible
A series of Winter Olympic-themed ad spots feature specific athletes, like figure skater and U.S. medalist Ashley Wagner, overcoming adversity—particularly when it comes to injury or mobility impairment. In Wagner’s ad, “Thin Ice,” she recovers from a fall that plunges her beneath (metaphorical) dark waters. “One wrong move and it can all slip away,” she says in an empowering voiceover performance, “I thought I was done, but strength only comes from my struggle.” #StartYourImpossible is all about endurance and improvement, no matter the odds.
Alibaba’s “The Greatness of Small”
Online and mobile commerce company Alibaba’s “The Greatness of Small” ad inspires with the message that anyone, big or small, can affect great change. “A small action can touch millions of people,” the video states. Flashes of athletes from all walks of life punctuate an uplifting message of accomplishment and greatness. It’s inclusive, powerful and political without being divisive.
Oreo’s “Synchronized”
Not everything has to be over-the-top and Oreo’s 15 second ad “Synchronized” proves just that. The cookie company is sweet and simple, depicting a tender moment between a father and daughter. Both enjoy a snack of Oreo cookies and milk as they watch figure skating competitions on TV, moving in unison as they eat. It’s a heartwarming moment of family bonding without feeling overbearing.
The Takeaway
These examples show how brands getting creative with their campaigns during this year’s Winter Olympics. However, many big advertisers have started to move away from marketing during the Olympic games in favor of more targeted digital and media campaigns. This goes to show that although the Olympics steal our cultural mindshare when they air, much of the conversation and conversion happens online. Make the most of these marketing opportunities with a unique and memorable domain designed to get consumers talking—after all, AWastedOpportunity.Sucks.
See just how .SUCKS can be used for unique, high-profile marketing initiatives. Sign up with a custom domain and get people talking about your brand today.
Photo Credits: Chloe Kim / AdWeek
