What Marketers Are Saying About Ad Campaigns of This Week, Including The Summer Olympics (August 12, 2024)
In the past week, a number of advertising campaigns stood out to marketers and advertising executives because they all did something to catch their attention. This is especially important at this time since the Paris Summer Olympics ended over the weekend as well as the summer travel season continues apace.
British Airways incorporated the popular Netflix series “Bridgerton” into its safety campaign. Over 40 British Airways employees, dressed as characters from the show, provided passengers with 19th-century-themed safety instructions in a seamless and entertaining manner.
Daria Belova, Marketing and PR Director at HypeFactory, commented that the campaign effectively captures the essence of the historical drama and reflects the airline’s commitment to safety and care. The result is an amusing and engaging experience that adds a refreshing twist to the traditional safety briefings.
“I think that by creating a video inspired by this popular series, the airline paid homage to British culture, tapped into a trending show to capture more attention, and prioritized safety,” said Belova. “This campaign, in a time when everything is constantly changing, serves as a beacon of the remaining stability found in culture, which we can still rely on.”
The Nike “Winning Isn’t For Everyone” campaign was launched during the Olympics, which demonstrates Nike’s capability to deliver powerful messages. Nike’s newest TV commercial “Am I a Bad Person?” features prominent athletes such as LeBron James, Giannis Antetokounmpo, and Kobe Bryant, all of whom played for Nike. It delves into the intense mindset of these athletes, who admit to being “single-minded,” “deceptive,” “obsessive,” and “selfish.” This fresh perspective underlines the dedication needed to achieve greatness, presenting a raw look at what it takes to win.
“Whatever your lens, the campaign is a return to form for all we love about Nike work. Thought provoking. Truthful. And dripping with swagger,” said Nick Sonderup, co-Chief Creative Officer at StrawberryFrog.
“I think this Nike “Am I a bad person?” ad, narrated by Willem Dafoe, is really thought provoking for flipping the narrative on morality: it’s both motivational and emotionally impactful,” said Maria Lobo, CEO and Principal Designer at Planet Lobo.
The Paris Olympics are expected to drive advertising spending to a record $1.25 billion. This substantial investment highlights the crucial role of brands aligning with this global event. While some campaigns have leveraged trends like the increasing viewership of women’s sports, others have emphasized the substantial risks associated with high-stakes marketing, where even minor missteps can diminish a brand’s impact.
However, not every ad campaign from the Paris Summer Olympics was a success. The Reese’s TV spot featuring U.S. women’s soccer stars Sophia Smith and Alex Morgan stood out for the wrong reasons. Unfortunately, the ad was filmed before the final Olympic roster was announced, and Morgan wasn’t selected for the team. It was made even worse by the fact that the advertisement was entitled “Don’t Have to Choose,” which only added to the awkwardness of the situation.
“Even though Morgan would seem like a safe bet, she’s been one of the faces of US Women’s soccer for over a decade and it just highlights the inherent danger of choosing Olympic athletes for endorsements,” said AJ Gerritson, co-founder of the Boston-based marketing agency Zozimus.
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