***Superdream Creative Kristina Berry shares her pick of the first wave of Rio-related ads*…**
With the opening ceremony of the Rio Olympics rapidly approaching, it’s time to roll out the red carpet to the world’s biggest brands as they battle it out for the top spot on the podium in relation to what is billed to be the biggest sporting event of this year.
We mustn’t forget that it’s been a very busy few weeks in the sporting world with various football, tennis, cricket and motor-racing tournaments and events competing for our attentions, leaving those promoting Olympics-related activity, programming or campaigns, with a somewhat condensed slot to engage audiences in the excitement and anticipation ahead of what, for many, is this summer’s main event. But boy have they risen to the challenge, dialling up the emotion and pulling out a few aces! So let’s take a closer look at a few of the ads that have caught our eye…
**BBC: Greatest Show on Earth**
With an ad starring high diving crocs, a hammer-throwing ant eater and a gymnastic sloth, amongst others, the BBC, the official UK broadcasting partner of Rio 2016, has wowed us with their ‘Greatest Show on Earth’ animation. Teaming up with Passion Pictures RKCR/Y&R, the BBC has created an impressive, highly dynamic piece of animation with a brilliantly human touch. It’s a simple but fitting concept: the strengths of the athletes are brought to life through the tropical animals of the host country. However it has received criticism, with viewers calling out the BBC on the minor detail that the host city is in fact not in the Amazon. Ok, so geographically speaking the ad might not be spot on… but it’s so beautifully done we’ll let you off BBC.
**Channel 4: “We’re the Superhumans”**
Next up we have the latest offering from the official Paralympic broadcaster, Channel 4. This summer 4creative have dived straight in there with a follow up to 2012’s lauded ‘Meet the Superhumans’ – a confident and empowering campaign entitled ‘We’re the Superhumans’ designed to powerfully turn stereotypes relating to disability on their heads. The ad focuses on a number of Paralympic athletes, juxtaposing them with depictions of disabled people living more everyday lives, completing everyday tasks, as well as with disabled people with talents in other non-sports-related fields including music and dance. It’s certainly picked up from where the last campaign left off… and some!
Whilst Olympic and Paralympic atheletes won’t compete directly on the field, it’s fair to say that the race is definitely on between the BBC and Channel 4 in terms of buzz, views and social engagement. Channel 4 certainly have the edge at this stage!
**Samsung: “The Anthem” and “School of Rio”**
Samsung have really stepped up to the blocks bringing both comedy and emotion to the track (so to speak) with their versatile range of Olympic campaigns.
First up for review is Leo Burnett’s creation “The Anthem”, reflecting the brand’s notion of “borderless communication,” This piece weaves together a multitude of voices representing the competing nations, promoting strength in unity as all these voices come together to create an emotionally-fuelled, culturally diverse anthem. Mixing up the anthems of competing nations with the nationality of the person singing the verse highlights the focus of bringing people together in a world without borders.
Next up from Samsung is a campaign with a lighter, more refreshing feel. Following the success he enjoyed as part of this Rugby campaign, Jack Whitehall is back in the limelight, this time with a series of humorous bids to wind up Olympic legends. The series of ads from BBH see Whitehall hurling thinly veiled insults and in short, doing his utmost to push the buttons of a number of sporting legends. Sir Bradley Wiggins, Sir Steve Redgrave and Joe Ward are just a few of those to receive the Whitehall treatment…
These campaigns have certainly got under our skins, getting us excited ahead of the games even starting. Hats off to the creatives behind them! We look forward to seeing what other Rio-inspired campaigns and brand activations other brands have in store for us all…