Microsoft and Google used the world stage of the Paris 2024 Summer Olympics to spotlight their respective AI products, Copilot and Gemini, through emotionally driven TV spots. Using MarketCast’s Ad Effect Express pre-testing platform, we unpacked the creative elements that made these ads shine.
Shared Playbook: Emotion, Inspiration, and Audience Impact
Both ads scored well above category norms for driving audience impact and action. By anchoring their narratives in Olympic themes of hard work and inspiring stories, they delivered emotional resonance while building brand favorability and intent.
Microsoft Copilot for the Gold
Microsoft’s ad followed an empowering storyline, showing diverse individuals overcoming stereotypes with support from Copilot. The spot earned high marks across key Ad Effect metrics including Relevance, Brand Connection, and Product Connection. Respondents clearly understood the role of Microsoft’s AI and appreciated its usefulness as a practical tool. While some expressed mild concern about AI in general, these comments were limited and largely neutral.
Google Gemini: Emotionally Engaging, but Less Clear
Google took a heartfelt approach, spotlighting a father helping his daughter write a letter to Olympic track star Sydney McLaughlin using Gemini. The story resonated emotionally and built strong brand distinction. However, the ad fell short in communicating the product’s functional benefits. Fewer than half of respondents grasped what Gemini actually does, and some found the AI use case (writing a letter for the child) confusing. Negative comments around AI were more intense here than in Microsoft’s ad, although not overwhelming.
The Warm-Up That Wins: Pre-Testing Showed Copilot Had the Right Moves
MarketCast’s Ad Effect Express revealed that while both ads delivered emotional punch, Microsoft’s Copilot stood out for its clarity, relatability, and overall impact. Google’s Gemini ad told a powerful story, but the product integration felt less cohesive, and its AI messaging raised early concerns in pre-testing, which would later surface more publicly, ultimately prompting Google to pull the campaign.
When advertising on a global stage, it’s critical for brands to ensure their creative hits the mark and delivers the right message to the right audience. MarketCast Ad Effect can help you refine your storytelling and confidently predict ad performance—before your campaign ever goes live. Contact us to learn more.