UNDER THE FIVE OLYMPIC RINGS. GAME-CHANGING TV ADS

9. 8. 2024 The 2024 Summer Olympics in Paris are slowly heading towards the Closing Ceremony. As we already know, the Olympics are not only the pinnacle of professional athletes’ careers but also a very rewarding time for marketers to present their revolutionary ideas. World-renowned brands have always used and continue to use the emotional power of sport at Games time to spread positive values and connect people across continents. Olympic history is full of memorable ads that have not only defined global marketing but have also co-shaped the international Olympic movement. What are some of the most memorable ones? Coca-Cola – Celebrate Humanity (1996) When Atlanta, Georgia, hosted the 1996 Summer Olympics, it was widely expected that one of the largest global companies having its headquarters in the metropolis, Coca-Cola, would be heavily involved in the process. And indeed, the 1996 Olympic Games went down in marketing history as the “Coca-Cola Games”. The Coca-Cola Olympic City where some of the Olympic sports could be watched in virtual reality was clear evidence that the company, one of the oldest Olympic sponsors, was certainly not underestimating this opportunity. The company also launched its Celebrate Humanity campaign to mark the occasion and, predominantly, celebrate humanity and joy. The campaign’s message was presented through emotive stories and visuals that showed the athletes and their paths to success. The individual spots consisted of authentic footage from the Olympic Games, inspirational music and voiceovers, which were combined with images of the athletes and emotional moments from the Games. And, of course, localisation for each national market was an important element. The advertising spots were one of the most important elements of the campaign – they included inspirational quotes from athletes and worked with authentic footage from past Games. As a result, Celebrate Humanity has become an Olympic benchmark for Coca-Cola, and there is perhaps not a single Olympic ad that doesn’t take at least a small nod to this legendary campaign.

ADMEIRA AIRS SWITZERLAND’S FIRST ACCESSIBLE TV SPOT – GILLETTE AD WITH AUDIO DESCRIPTION

26. 10. 2023 Procter & Gamble broadcast a TV commercial with audio description in Switzerland for the very first time. The Gillette commercial is just the beginning of accessible TV advertising in Switzerland. The audio description function, which has been used in feature films at SRG SSR for several years, is now making its way into TV advertising in Switzerland. For example, the consumer goods manufacturer P&G has broadcast a Gillette TV commercial with audio description for the first time.