The Olympics draws some of the most significant creative activations from companies, from large global sponsors to small and local ones. The activity of the sponsors is an essential element of the fanfare, which has been years in the making – though it has been delayed for an extra year due to the epidemic.
‘A Few Seconds Before…’ on France.TV
France is gearing up for the Summer Paralympic Games.
France.TV has developed a campaign called ‘Few Seconds Before’ to promote the games and honor the competing athletes.
The film, produced by MullenLowe France, depicts former medal-winning athletes preparing to return to their respective sports, ranging from fencing, marathon, and shot put to long jump and football. The tension is apparent, attention is great, and the audience’s heart pulses in sync with the athletes’ to the beat of Queen’s ‘We Will Rock You’ musical introduction.
‘When you play a little, you help our athletes a lot,’ says the National Lottery.
Camelot, the operator of the National Lottery, has released a hilarious ad that highlights the fact that some lottery proceeds go straight to helping exceptional athletes, including Olympic contenders.
The commercial features a succession of humorous scenes in which members of the public assist athletes in their training, like taekwondo athlete Lutalo Muhammad bashing through the image of a wedding photo provided by a probably recently divorced woman.
The commercial will air on TV, radio, digital, and high-impact OOH, and Team GB and ParalympicsGB branding will be applied to numerous National Lottery assets.
‘Thumbs Up Tokyo 2020’ by Coca-Cola India
Thumbs Up, a Coca-Cola India brand, has created a campaign to commemorate India’s 100th year in the competition.
The advertisement depicts athletes turning their bottles upside down, transforming the Thumbs Up sign into a visual statement of grit and drive. According to the firm, the ad celebrates ordinary heroics, which it believes will appeal to the Indian populace, which has been severely affected by the virus.
The animated anthology series ‘VS’ from SK-II Studio is back.
Swimmer Liu Xiang, tennis player Ishikawa Kasumi, Gymnast Simone Biles, badminton duo Ayaka Takahashi and Misaki Matsutomo, surfer Mahina Maeda, and Japan’s women’s national volleyball team are among the athletes featured.
The first-of-its-kind series from SK-II seeks to motivate and empower all women with the message that they have the ability to #ChangeDestiny.
P&G’s slogan is ‘Lead with Love.’
Procter and Gamble (P&G) are gearing up for the put-on-hold Tokyo 2020 Games, with the Tide And Always owner wanting to cut viewers to tears once more by shining its spotlight on parents, five years after unveiling its Rio masterpiece ‘Thank You, Mom,’ which applauded the mothers behind Olympic and Paralympic champions.
The FMCG behemoth has launched a multi-brand campaign inspired by the numerous Olympic and Paralympic performers who are attaining athletic glory and committing to acts of kindness and having a positive impact in their communities.
These sport proteges are the heroes of two new videos celebrating P&G’s Olympic collaboration, which is part of the company’s more significant ‘Lead with Love’ campaign.
Let’s Go There, BBC
BBC Creative, the broadcaster’s in-house creative agency, collaborated with Nexus Studios and Factory Fifteen to develop a dynamic trail that brilliantly reimagines the lively host city in advance of the BBC’s coverage of the Tokyo Olympics 2020 on TV, radio, and online.
The Olympics have taken over Tokyo in the trail, with street signs, stores, an arcade, a Gashapon parlor, a sports fanatic’s bedroom, and a J-Pop music video all referencing Olympic events, athletes, and even BBC broadcasters.
‘Sumo’ on France.TV
To commemorate the 2020 Summer Olympic Games in Tokyo, Japan, and Paris, France, Stéphane Levallois, an illustrator, collaborated with France.TV and its agency, MullenLowe France. Inspired by Japanese masterpieces, particularly Katsushika Hokusai’s renowned picture ‘The Great Wave off Kanagawa,’ the film depicts a sumo wrestler wandering the Japanese countryside, using the environment and the surrounding dreamy sceneries to symbolize several of the Summer Olympics’ sports, such as surfing, skating, athletics, and basketball, which the figure attempts throughout the commercial. Finally, after training, he is shown standing in the center of a stadium, ready for the major competition.
United ‘It’s Time to Let Yourself Fly’
United Airlines, a sponsor of Team USA, has developed a campaign to combine the excitement of participating in the Olympics with a return to travel. With the slogan ‘Time to Let Yourself Fly,’ the hero creative is a 30-second commercial set in an aviation hangar and featuring prominent American athletes. According to United, the athletes in the film were picked for their “shared values of ambition, excellence, diversity and unity on a global stage.”
In addition to the advertisements, United will place signs around its airports and introduce a set of limited-edition toiletry and pajama packages aboard flights.