The Olympics presented a chance for brands to advertise during one of the world’s biggest international sporting events, with rights holder Nine boasting $140 million in ad revenue across the Games.
The biggest local campaigns included Woolworths’ Fresh Fuels the Best in All of Us and Go Australiaahhh from Allianz, an update to its Ahhh…lllianz platform.
Mediaweek asked Emotive strategy director Gerad Petherbridge, DDB Sydney creative partner Jenny Mak, and BMF creative director Casey Schweikert for their thoughts on the ads that stood out, and what left them wanting more.
The consensus favourite: AAMI’s Athletes in the Making
AAMI’s Athletes in the Making campaign, from creative network Ogilvy, was nominated by each creative professional as being one of their favourite ads this Olympics.
Previously speaking with Mediaweek, AAMI’s head of brand and content, Rapthi Thanapalasingam, said of the campaign: “At a time when most of Australia will be unified around supporting our athletes, we want to reinforce how Australia’s leading national insurer is there to support our little athletes in the making when things don’t quite go to plan.”
Emotive’s Petherbridge said: “The AAMI Athletes in the Making spot does a really nice job.
“It is obviously Olympics-adjacent but isn’t lazy by just putting athletes in there, and it’s actually about the product, and it’s fun.”
Schweikert added: “The AAMI spot was fun and celebrated the Olympic spirit in an Aussie, post-Raygun kinda way.”
‘Raygun’ of course refers to Rachael Gunn, Australia’s female breakdancing participant who went viral for her Olympic performance.
Data from Nexxen’s International Summer Sports Playbook found AAMI had the largest increase (298%) in brand presence amongst sports TV programs in the second quarter of 2024.
Ads that showcased the Olympic spirit
When asked which ads used the Olympic spirit best, DDB’s Mak nominated AAMI’s spot, and Qantas’ Already Proud.
The spot showcases the emotional send-offs of eight Australian Olympic and Paralympic athletes as they embark overseas.
“So many brands delivered on the Olympic spirit brilliantly,” Man said. “The Qantas spot and the AAMI spot were a couple of local standouts.”
Moving away from local brands, Petherbridge also nominated Powerade’s The Vault, featuring American gymnast Simone Biles, part of the brand’s Pause is Power platform.
“In terms of using the Olympic spirit, it is a better use of storytelling that gets to the heart of what it must feel like to compete at that level, at least an actual role for the brand in that story,” he said.
“I think it doesn’t shy away from the reality and the difficulties of her story rather than just paint this overly earnest portrait of the happy athlete that these ads are doing at the moment. That’s probably my pick in terms of Olympic spirit.”
What could have been done better
Each expert also noted what they didn’t like, or would like to see brands do with the Olympics going forward.
Mak believes Nike’s Winning isn’t for everyone missed the mark in embracing the Olympic spirit.
“It seems Nike is catering to a culture obsessed with power and victory as the sole measure of success.
“Winning should be an outcome, not the ultimate goal at any cost, just look at Simone Biles withdrawing from the Tokyo Olympics to prioritise her mental health.
“Nike once inspired bravery and exploration beyond sports, but this campaign feels like a nod to a toxic, power-driven culture, lacking empathy.”
Nike’s campaign included a string of 15-second advertisements, using renowned international athletes like LeBron James and Kevin Durant.
Petherbridge commented that the conservative and competitive Olympics ad environment limited the type of ads.
“I wonder if that conservatism that surrounds the Olympics has an impact on a brand’s ability to see it as an opportunity to do something really fun and creative,” Petherbridge said.
“It should be this huge opportunity for great creativity and fun and all those sorts of things. Instead, it gets wrapped up in we have to be earnest and serious about the Olympics.”
Petherbridge referenced a Goulburn Valley Olympic ad from the ’90s that included Australia’s Oarsome Foursome as an example of a “fun and goofy” ad that should provide inspiration going forwards.
Schweikert said Telstra’s Better On A Better Network was her favourite campaign over the period, even though it wasn’t an Olympics ad at all.
“They didn’t try to compete with the overwhelming amount of inspiring Olympics ads that they knew would be flooding our screens.
“Secondly, they made 26 versions. So, I only saw the same ad a couple of times.”
Coverage of the upcoming Paralympic Games begins on 28 August on Channel Nine and 9Now.