Athletes weren’t the only winners at this year’s Winter Olympics in Milan, Italy. MarketCast is spotlighting standout performers at the Games — brands that created Winter Olympics ads that not only won over consumers, but connected the dots from creative to brand memorability.
The top 10 list welcomes repeat performers like Starbucks, Budweiser, and Kraft, alongside some new faces, including AbbVie’s Skyrizi and Rinvoq, Eli Lilly’s Kisunla, and the US Army. Several of this year’s winners tapped into the moment with ads that either directly referenced the Olympics, made subtle nods to winter sports, or made the creative decision to boldly contrast the Winter Games with a summery vibe. Those that didn’t relate to the Olympics chose trusted creative executions — like humor and sonic identity — to connect viewers with the brand.
Relating to the moment for brand memorability
Starbucks, Kraft, Visa, and Eli Lilly created brand linkage by tying their message directly to the Olympics. The US Army and AbbVie Pharmaceuticals’ Rinvoq chose less obvious creative paths with light nods to winter sports and champions. But relating to a moment doesn’t always mean choosing the clear path. AbbVie Pharmaceuticals chose stark contrast by centering their Skyrizi story around the summertime and swimwear — a scene that many wintertime viewers envy.
The Olympic celebratory energy pairs well with humor in advertising
Budweiser, Comcast, and Amazon — our non-Olympics storytellers — all chose to center their creative strategy around humor. The Olympics’ high-enjoyment viewing environment provides an audience of relaxed, engaged, and receptive consumers. And the data backs the strategy: 90% of consumers are more likely to remember a funny ad, and 72% would choose a humorous brand over a competitor. Humor builds the kind of brand connection that drives memorability long after the closing ceremony.
The power of sonic strategies in driving brand memorability
Both AbbVie ads — Skyrizi and Rinvoq — relied on recognizable music tied specifically to those brands. Budweiser used Whitney Houston in a humorous way while Kisunla created a nostalgic feel with “You Are My Sunshine.” Music can trigger recognition even when viewers aren’t fully engaged, giving ads with a strong sonic element a memorability advantage. Research backs this up: adding a sonic logo to broadcast advertising can boost brand recall and appeal by nearly 40%.
It’s worth noting that two of the four brands leaning on music in this year’s top 10 — Skyrizi and Rinvoq — are pharmaceutical brands with established, recurring sonic identities. Pharma advertisers face unique creative constraints — heavy regulatory requirements, complex messaging, and a tough competitive set. A consistent sonic strategy cuts through those constraints, building brand recognition through the ear when the eye might otherwise tune out.
Top 10 Olympic Ads: Brand Memorability
| Rank | Brand | Ad Title | Brand Memorability* |
|---|---|---|---|
| 1 | Starbucks | Olympics: The Coffee Run | +31 pts |
| 2 | Kraft | Best Thing Ever | +25 pts |
| 3 | Visa | Olympics: A Great Day on the Mountain | +16 pts |
| 4 | AbbVie (Skyrizi) | I’m All In: Swimming Pool | +14 pts |
| 5 | Amazon | Train Robbery | +13 pts |
| 5 | US Army | Tenth Mountain Division | +13 pts |
| 7 | AbbVie (Rinvoq) | Another Day | +11 pts |
| 7 | Comcast (Xfinity) | Jurassic Park… Works | +11 pts |
| 9 | Budweiser | Keg | +10 pts |
| 9 | Eli Lilly (Kisunla) | My Sunshine | +10 pts |
* Percentage points above the Olympics norm
Ads measured by MarketCast Brand Effect
Backed by real-time data from MarketCast’s Brand Effect measurement solution, these standout ads earned top marks for brand memorability — a core success metric when the ROI bar is set high.
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