Athletic Storytelling

A spotlight is shined on athletes to showcase an element of authenticity

Implications - Seeking to create a more sincere connection with viewers, marketers are turning to creative backstories and storytelling techniques to give typically unapproachable public figures like athletes a more approachable edge. Highlighting the grueling training that athletes endure to the inspiration and motivation behind each Olympian, these ads showcase a side of sports that viewers don’t normally see. Such marketing tactics showcase a move away from flashy, over-the-top campaigns toward more emotional and sentimentally-driven content.
SCORE: 4.9
This Year and Untested Top 6 Examples: 903 Total Clicks Feb 16 - Oct 16
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DEMOGRAPHICS
Consumer Insight Topics: MarketingLifestyleSportsCommercials
Infantile Olympics Ads - Nike's Commercial Shows the World's Most Celebrated Athletes as Babies
SCORE: 6
This Year and Mild 212 Clicks Pub: Jul 25, 16
Infantile Olympics Ads
Nike's Commercial Shows the World's Most Celebrated Athletes as Babies
In order to celebrate the upcoming Rio 2016 games, Nike created a humorous Olympics ad that portrays athletes like LeBron James, Mo Farah, Serena Williams, Neymar Jr. and more as babies. The... [More]
Marginalized Athlete Ads - Powerade's Ad Tributes Shakur Stevenson's Rise to the Olympics
SCORE: 5.8
This Year and Mild 134 Clicks Pub: Aug 11, 16
Marginalized Athlete Ads
Powerade's Ad Tributes Shakur Stevenson's Rise to the Olympics
Shakur Stevenson is a 19-year-old American bantam-weight boxer who’s faced a lot of adversity in his life. Born in Newark, New Jersey, the athlete faced a childhood filled with a disturbing... [More]
Dedicated Gymnast Ads - This Behind-the-Scenes Under Armour Ad Highlights an Olympic Gymnastics Team
SCORE: 4.3
Untested 243 Clicks Pub: Feb 26, 16
Dedicated Gymnast Ads
This Behind-the-Scenes Under Armour Ad Highlights an Olympic Gymnastics Team
This empowering Under Armour ad chronicles the intense dedication, strength and commitment of the U.S. women’s gymnastics team. While those who watch the Olympics are satisfied to see the... [More]
Dramatic Olympic Campaigns - The New Under Armour Ad Highlights the Grueling Training of an Olympian
SCORE: 3.8
This Year and Untested 121 Clicks Pub: Jun 8, 16
Dramatic Olympic Campaigns
The New Under Armour Ad Highlights the Grueling Training of an Olympian
The latest Under Armour ad gears up for the Rio games by highlighting the grueling training that Olympians are forced to undergo in order to make it to the podium. Unlike other ads that show... [More]
Resilient Athlete Campaigns - The COC Triumphs Canadian Athletes with 'Ice in Our Veins'
SCORE: 3.5
This Year and Untested 110 Clicks Pub: Jun 7, 16
Resilient Athlete Campaigns
The COC Triumphs Canadian Athletes with 'Ice in Our Veins'
Before the start of the Olympic Summer Games in Rio, the Canadian Olympic Committee released the ‘Ice in Our Veins’ campaign in order to introduce the nation to some of its tough... [More]
Inspiring Athlete Campaigns - This Paul Podba Adidas Ad Highlights the Star's Journey to Success
SCORE: 3.4
This Year and Untested 83 Clicks Pub: Oct 18, 16
Inspiring Athlete Campaigns
This Paul Podba Adidas Ad Highlights the Star's Journey to Success
A part of its #HereToCreate series, this Paul Pogba adidas ad considers how the young soccer star has never lost sight of his goals and has never been afraid to be original. As HYPEBEAST reports,... [More]
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