It's the biggest sporting event in the world - but apart from the sport, we all love to watch the inspirational ads.
With the 2012 Olympics just a week away, we take a look at some ofthe greatest Olympics commercials ever made.
Clemenger BBDO Sydney creative director Luke Chess
The top five Olympic commercials of all time? Any list will clearly be subjective, and apologies if I’ve missed a glaringly obvious standout. One notable omission is the Procter & Gamble ‘Moms’ spot from W+K.
I know many smart people who are raving about it, but for me the insight just doesn’t feel that new.
A mention as well to the wonderful folk at Foxtel. I love this spot, but just like at award shows I can’t in good conscience vote for my own client’s work.
So here’s my list:
1. Ad: Celebrate Humanity (Nigeria)
Advertiser: Olympic Games
Agency: Saatchi & Saatchi
The joy on these athletes’ faces is unbridled. The pay-off is perfect. A wonderful 30-second encapsulation of the Olympic spirit.
2. Ad: Nadia
Advertiser: Adidas
Agency: 180 Amsterdam
Another in the excellent Impossible Is Nothing campaign for Adidas. This one, for mine, is every bit as good as the more famous Laila Ali spot. And it’s more directly about the Olympics.
3. Ad: Olympic Parents
Advertiser: Westpac
Agency: The Campaign Palace
How to celebrate Olympic parents without the saccharine. Twelve years on I still smile when I see these.
4. Ad: Sarajevo
Advertiser: John Hancock
It’s a horrible turn of fate that one Balkan town is now remembered as much for civil war as its Olympic history. As a long-time Olympic sponsor John Hancock managed to tread a delicate line here – highlighting this fact without overtly attempting to profit from it.
5. Ad: Basketball
Advertiser: Visa
A tone that cuts through the schmaltz of most Olympic ads. A competitive positioning with balls. And an endline that soundly thumps whatever it is they’re using today.
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