Brands that are not official sponsors of the Olympics are prohibited from advertising any kind of affiliation with the games; however, after the restrictions expire and the games end, there's nothing stopping brands from reminding viewers about their contribution to the Olympics, which is exactly what this Gatorade 'What's Inside' commercial does.
The Gatorade 'What's Inside' ad features Usain Bolt, who is hidden behind a black hooded ensemble as he walks through the streets of London. A voiceover explains that even though Gatorade wasn't there on billboards and souvenirs (the ad doesn't explicitly mention the Olympics, but we all know what Gatorade referring to), the company was still "there for real -- inside the bodies of some of the greatest athletes on earth." Then, Usain Bolt reveals himself and pops a piece of Gatorade Chew into his mouth before he prepares for a race.
What's Driving This Trend
- Hidden Brand Sports Ads
- Opportunity for brands to promote their involvement with major sporting events after official advertising restrictions expire.
- Reminding Viewers of Contributions
- Brands can connect with consumers by highlighting their role in supporting athletes and events.
- Implicit Olympic Affiliations
- Creative ways for brands to reference major sporting events without explicitly mentioning them.
Who This Affects Most
- Sports Beverage Brands
- Opportunity for sports drink companies to showcase their connection with athletes and major sporting events.
- Sports Apparel Brands
- Sports clothing companies can highlight their role in supporting athletes and teams during major sporting events.
- Media and Advertising
- Opportunity for advertising and media companies to create innovative campaigns that reference major sporting events.
