As we bid “au revoir” to the Paris Summer Olympic Games, we reflect on what many are calling the most thrilling Olympiad in recent memory. With the Games concluded, it’s time to ask: Which ads truly captured the hearts of audiences? Did the early frontrunners maintain their momentum, or did surprise contenders emerge to steal a spot on the podium? Check out these ads that scored in MarketCast’s Top 20 based on our unique Olympic performance metric, “Brand Ad Appeal,” powered by our Brand Effect in-market measurement solution:
Delta Airlines
Leading the pack is Delta Airlines with their heartfelt ad “One on None.” Boasting an impressive MarketCast In-Market Index of 289, this ad captured the essence of resilience in competition by featuring a Paralympic athlete with a Delta plane soaring overhead. The emotional connection, coupled with Delta’s commitment to flying Team USA to Paris, struck a chord with viewers.
Toyota
Toyota once again showed off its Olympic storytelling skills with its “Keep Marissa Running” ad, an energetic spot showcasing Canadian Paralympic athlete Marissa Papaconstantinou. The ad’s creative flair and spirited narrative drove its strong Brand Ad Appeal, solidifying Toyota’s place among the top performers. Notably, Toyota secured three other spots in our Olympic top 20.
Visa
Visa maintained its winning momentum with “Team Sport,” a powerful ad that follows Olympic Team USA swimmer Kate Douglass. The inspirational narrative, paired with a good musical score and strong Visa brand cues, resonated deeply with viewers, establishing a lasting emotional connection.
Dick’s Sporting Goods
In an ad that had audiences reaching for tissues, Dick’s Sporting Goods delivered “Big Moments Every Day,” a touching tribute to the triumphs of youth athletes. By highlighting a young girl getting picked to join her youth sports team, this ad struck a familial chord, earning its place among the top Olympic ads.
Nike
Nike made a bold statement with the launch of their new campaign “Winning Isn’t for Everyone,” featuring Olympic runner Sha’Carri Richardson and other star athletes. The striking visuals and competitive spirit, combined with a powerful closing message spelled out in a big red font over black background, followed by the Nike Swoosh, made this ad unmistakably Nike, ensuring it broke through with audiences.
Looking Ahead
The Olympic Games may be over, but our work measuring advertising impact in sports continues. With the NFL season right around the corner and Super Bowl LIX looming, now is the time to ensure your ads are hitting the mark with your target audience. Contact us to learn more about how MarketCast Brand Effect can help you optimize your advertising campaign and deliver powerful upper-to-mid funnel metrics.