The power of the Olympic stage: Harnessing human connection

According to independent research conducted on behalf of the International Olympic Committee (IOC), the 2020 Olympic Games in Tokyo, held in the summer of 2021, brought together a global broadcast audience of more than three billion people on the heels of a year of lockdowns. So, what about this event makes it so compelling for our collective conscience? 

The power of the human story. 

The Olympics elevates everyday people to heroes. We watch in awe as amateurs and even a few professionals compete and push themselves and the human race further. While most of us may not be able to identify with the athletic feats themselves, we can all identify with the underlying struggle, failure, and triumph that reveal themselves in every event. 

For decades, Olympic athletes have transcended from the field to become national icons, emerging as symbols of hope, perseverance and prowess. From Jesse Owens overcoming systemic barriers to take home the gold four times over in Berlin, to weightlifter Matthias Steiner of Germany promising his wife he’d win gold in Beijing and then making good on that promise only months after her passing, we have seen and loved the athletes who represent our nations for their acts of courage and will. 

For brands, the Olympics present a unique opportunity even beyond official sponsorship. Consider Nike’s approach to London 2012. The footwear giant set out to show audiences that “greatness is not some rare DNA strand ... greatness is no more unique to us than breathing” through its “Find Your Greatness” campaign. In a moment where viewers were witnessing athletic greatness from the world’s best athletes, Nike inspired those of us watching to define and discover our own personal version of it. Many brands paid well over $100 million to be an official sponsor and attach their brand to the 2012 Games, but Nike got people talking for a fraction of the price through a message that connected with the athlete in us all.

While the Super Bowl understandably gets discussed as the magnum opus for brands and advertisers, most of the advertising in the big game leads with the product supported by a deluge of celebrities. Meanwhile, Olympic ads present the opportunity to lead with the human spirit. At Vancouver 2010, Procter & Gamble took a suite of brands with seemingly no connection to the Olympics and found a common thread rooted in our humanity. Through “Thank You, Mom,” a two-minute film celebrating the women who shaped our most beloved Olympic champions through their acts of courage, P&G cultivated an emotional connection with people everywhere. To me, this spot underscores the value of creative strategy. Predictably, most brands advertising during the games celebrated some aspect of the athlete, but P&G and their agency, Wieden & Kennedy, found a different way to connect P&G to the Games and more importantly, their audience. “Rather than celebrate the athletes as heroes; we celebrated their moms. And P&G loves moms.”

In the realm of Olympic advertising, it’s not just about selling a product; it’s about touching hearts and inspiring minds. One standout example is Visa’s “The Swim” commercial from the Rio 2016 Olympics. This ad follows Syrian refugee and swimmer Yusra Mardini’s journey to the Games, highlighting her resilience and the human spirit’s triumph over adversity. By showcasing Mardini’s story, Visa not only promoted its brand but also aligned itself with the values of perseverance and courage, resonating deeply with viewers worldwide.

Channel 4’s 2016 campaign for the Paralympic Games in Rio, titled “We’re the Superhumans,” is a fun and dynamic portrayal of the extraordinary abilities of Paralympic athletes. Set to the jazz classic “Yes I Can” by Sammy Davis Jr., the ad showcases a series of impressive feats and talents, from wheelchair basketball to blind long jumping, synchronized swimming, and more. The film is both a celebration and a challenge to viewers: A celebration of the athletes’ superhuman strength, resilience, and determination, and a challenge to viewers. If these remarkable athletes can tell themselves ‘Yes I can,’ why can’t you? The fact that this film was the follow-up that needed to top Channel 4’s initial “Meet the Superhumans” campaign from 2012, makes it even more impressive. This approach not only built on the success of their previous campaign but also further challenged societal perceptions of disability, creating an even more powerful and memorable message.

By tapping into the emotional essence of the Games and its athletes, brands can connect on a much deeper, human level with those watching. Best of all, that’s what viewers want. We tune into the Games to feel the emotion and power of a unifying global event. To connect with and be moved by the Olympic spirit. Even people who aren’t otherwise interested in watching sports! According to YouGov Sport, three in 10 Americans (30%) who said they are either “not very interested” or “not at all interested” in watching sports in general said they were likely to tune into the action from Tokyo in 2021.

There will, of course, be those brands that only see viewership, ratings, and product exposure in the Games, but I, for one, will be waiting to see which brands are willing to take a page out of the athletes’ book and reach for something greater.

Matt Johnson is co-founder and chief strategy officer at Los Angeles-based creative agency Haymaker.