Olympic Ad Winners: Opening Week Highlights | Marketcast
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The 2024 Summer Olympics have officially begun
Marked by the largest opening ceremony in the Games’ history and an electric first few days of competition. Despite the ad-free kick-off (a first for the Olympic coverage), the average 34.5 million viewers who watched over the weekend were met with an impressive lineup of ads that had us jumping from the couch and wiping away tears (seriously, the inspirational stories get us every time).
But which ads resonated most with Olympic viewers? Leading the pack, Xfinity’s “Someday Starts Here” emerged as a winner during the opening weekend with an In Market Index of 243, well above the MarketCast Olympic norm for Brand Ad Appeal. This ad beautifully brings to life a dream many kids share: competing alongside their favorite athletes before a cheering crowd. Its authentic connection with audiences made for a highly memorable and likable ad.
Toyota’s “Start Your Impossible” campaign made a big impact with four standout ads featuring Olympic and Paralympic athletes. Among these, “Send Off” was particularly notable as it depicts athletes preparing for the Olympics with the support of their families and communities. The emotional connection it forged with viewers boosted its Brand Ad Appeal score considerably. Toyota’s other top ads, “Think Fast,” “Keep Marissa Running,” and “Together Wins”, focus on highlighting not just the athletes but also the communities that help make their dreams possible.
Visa’s “Team Sport” ad features Olympic Team USA swimmer Kate Douglass, narrating the challenges of competing and the importance of her friend and family support system. The prominent Visa brand cues throughout the spot led to strong Brand Recall, contributing to the ad’s medal-worthy performance.
Google’s “Dear Sydney” stands out as one of the most memorable ads of the first weekend, according to MarketCast Brand Effect. It tells an inspiring story of a young girl writing a fan letter to her hero, Olympic hurdler Sydney McLaughlin-Levrone, with a little help from Google’s Gemini AI.
Olay Skincare made an impression with their ad “Competition” promoting their new cleansing melts. Featuring Olympic track & field athlete Sha’Carri Richardson, the ad brilliantly highlights the less glamorous side of competition and showcases the power of Olay’s facial cleansing product saving the day. The success of these ads is no surprise. Each one taps into powerful Olympic themes, showcasing athletes, families, and fans, while highlighting the emotional journey and sacrifices made by those competing on the world’s biggest stage.
For more info on the full multi-part Summer Olympic Games advertising report
Which includes an in-depth analysis of top-performing ads and Olympic sponsorships, key advertising themes, and social media buzz, contact us.
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