As a substitute of promoting smooth drinks, monetary providers, dietary supplements or flights, a number of Olympic campaigns have promoted the athletes themselves.
Among the many highlights, Coca-Cola pushed bottles of its product to the background of its advert, letting Olympic viewers watch South African swimmer Tatjana Schoenmaker, her teammate Kaylene Corbett and U.S. opponents Annie Lazor and Lilly King recreate the hug they shared after Schoenmaker’s gold-medal win in 2021.
Plus, Visa’s brand serves solely as a diegetic background to the origin tales of Pharrell Williams, Visa-backed tennis star Iga Swiatek, Visa-sponsored Olympic skateboard gold medalist Sky Brown, Visa Money App RB Formulation One driver Daniel Ricciardo, chef and entrepreneur Roy Choi and artist and designer Gemma O’Brien. Herbalife, which sponsors greater than 50 Olympic athletes, positioned solely athletes in its “Fueling the Greatest” social media marketing campaign.
Delta Air Traces, in the meantime, launched a collection of 5 adverts with Wieden+Kennedy that turned its planes and their interiors into the background for athletes’ journeys to Paris, with one spot reminding them emphatically that, by way of their exhausting work, “You Get You There.”
“It’s actually the athletes which can be the heroes right here, and Delta is only a small a part of that journey to assist them get to the Paris Video games and all the pieces in between,” mentioned Delta CMO Alicia Tillman. — Jason Notte
5. The Olympics, however make it style
It might be remiss of the town that introduced Haute Couture, Coco Chanel and the Hermès Birkin bag into the world to not put its style prowess on the Olympic podium.
The event has its first-ever official luxurious sponsor in French luxurious conglomerate LVMH. The design group’s home of manufacturers, together with Moët, Lous Vuitton and jeweler Chaumet shall be exhibiting up in all places, from Group France’s official equipment to the gold medal ceremonies themselves.
Past LVMH’s sponsorship, it’s set to be the trendiest-ever Summer time Video games. Ralph Lauren and Stella Jean will function on varied athlete uniforms. Elsewhere, Dior has partnered with a number of athletes, together with French Paralympic swimmer Alex Portal and Jamaican sprinter Elaine Thompson-Herah, as model ambassadors.
We’ve additionally seen some enjoyable social work from luxe labels together with Jacquemus, which has thrown its hat within the Olympic ring with a video collection shot within the French countryside that mixes visible sporting puns with immaculate outfits.
