The closing ceremony on the inaugural USA TODAY Ad Meter Brand Spotlight: Olympics Edition turns the attention to three brands that were nothing short of 10/10 during the breaks in the Paris 2024 action.
Throughout the two-week international competition, the Ad Meter editorial team watched the athletic advertisements on broadcast and digital placements closely, narrowing down their favorites as the Games progressed.
What was once more than 20 brands were trimmed to 10 as the final weekend began in Paris. By the closing ceremony, the raters had selected a gold, silver, and bronze medal winner.
A close race?
From an Olivia Wilde debut to an all-time highlight reel to an iconic brand’s return to the Ad Meter timeline, the trio produced a marketing masterclass and were separated by what came down to an advertiser’s photo finish.
Stepping to the Ad Meter Podium …
Bronze Medal: Volkswagen, “Water Girl”
Few brands were able to wrap impactful messaging around a campaign while also creatively hitting on a product release like Volkswagen. Directed by Olivia Wilde, “Water Girl” was an A-plus production that told the tale of one girl’s tenacious mission of hydration, making the most of the VW Atlas’ 17 cupholders.
Beyond Wilde’s talented eye behind the camera, which popped on screen with the spot’s photography direction as well as flow, the overall storyboarding included a creative group that predominately consisted of women — an uncommon marketing rollout in the automotive industry, noted Zoe Kessler, Group Creative Director at Johannes Leonardo.
Silver Medal: DICK’s Sporting Goods, “Big Moments Everyday”
It starts with Vangelis’ “Chariots of Fire” and ends with an all-time soccer goal.
DSG stepped onto the international stage of the Olympics and nailed the marketing campaign with its “Big Moments Everyday” launch, a 30-second montage that truly captures what makes sports so wonderful.
“As the Official Sporting Goods Retail Provider of LA28, we are exploring ways to engage the community, celebrate with fans across the country and further our investment in youth sports,” said Mark Rooks, VP Creative, Sponsorships and Entertainment at DICK’S Sporting Goods.
The Pittsburgh, Pennsylvania-based company followed through with that mission, too, creating a marketing sweet spot of heartwarming inspiration and a dash of comedy in under a minute.
Gold Medal: Nike, “Winning Isn’t for Everyone | Am I a Bad Person”
Nike took the top spot in the 1992 USA TODAY Ad Meter ratings with its “Hare Jordan” Super Bowl ad, which starred Michael Jordan and Bugs Bunny. (For commercial fans, that would be the same Super Bowl when Reebok famously released its Dan & Dave Olympics campaign, which had to be shifted after Dan O’Brien failed to make the ’92 Games in Barcelona, Spain.)
Thirty-two years later, the company is back atop the advertising leaderboard, using the same type of athletic star power to complement award-level production value and one powerful message.
“This is about celebrating the voice of the athlete. It tells the tale of what it takes to be the (G.O.A.T) greatest of all time, the unformed legacies that still exist, as well as the hopes that will come true,” said Nike CMO, Nicole Graham. “The legacies that have yet to be shaped. And the dreams that will be made real. It reminds the world that there’s nothing wrong with wanting to win.”
This time, one GOAT is substituted for another: LeBron James, who is part of a Hall of Fame cast that includes Victor Wembanyama, Serena Williams, Sha’carri Richardson, and more.
Created in a collaborative effort with Wieden+Kennedy Portland, the 90 seconds is equal parts impact and adrenaline fitting of a blockbuster trailer.
Willem Dafoe’s voiceover makes the commercial come alive.
While Nike’s message wasn’t met with a 100% satisfaction rating among fans, in the world of advertising and brand awareness, it’s hard to downplay the company’s Olympics run as anything but gold-medal influencing.
And with that, the first USA TODAY Ad Meter Brand Spotlight: Olympics Edition comes to a close. Congrats to the the three winning brands, and all the companies that advertised during Paris 2024.
We’ll see you soon during the commercial breaks!
