Olympic advertising: expect the expected
When it comes to authentic affiliations, creative made for the Olympics offers plenty of examples of the good, the bad, and the ugly. Jamie Clift takes a look at brands that get it right, and wrong.
As advertisers we spend an inordinate amount of time talking about the importance of emotion in our communications and making meaningful connections with consumers. And for good reason. We make most of our buying decisions based on emotion, not rational thinking.
So every four years when the Olympics roll around, we see a rush of brands getting in touch with their emotional side and turning out beautifully crafted, long length, heart-felt stories in an effort to win favour with their audience.
Sadly, not all of them make the most of the moment.
Nicely observed and good read Jamie.
P
So true! Great insights. Clients who pick up Olympic sponsorships 2020 need to re-read this article or see the clutter reel. It’s all same same and chest beating. the only stand out is McDonald’s because they get how we really act (and eat) during the lobg nights of the Olympics.