"Strategically it's brilliant," said James Ward, creative director at Saturday Brand Communications. "Almost every product segment P&G makes goes into the games, whether it's for training, or dining, or cleaning — and the person who usually buys those products is Mom.
Unlike the beers, babes and barrels o' laughs formula many Super Bowl ads try, Winter Games advertisers are rolling out a bevy of emotional and stirring commercials to sweep consumers off their feet.
"People watch the Super Bowl in packs," said Adamson. "Because you're trying to break through a social event you have to say, 'Hey, pay attention to me, don't pay attention to the potato chips,' so they need to scream louder and be more brazen."
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In contrast, the Olympics are viewed as a family, or by oneself. Furthermore, "It's not about beer and wings and a big TV," said Ward. "It's about country, diplomacy, and lifetimes of commitment not just by the athletes, but also by their loved ones."
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And instead of just a few hours of engagement, the entire contest unfolds over a series of weeks, with multiple opportunities for the audience to check in. That gives advertisers a chance to tell more of a slow-burning narrative that connects to the brand.
It's an approach other successful advertisers are employing during the Games as well. Just look at the titles of the advertisers with the most effective Winter Olympics ads, according to an analysis by analytics firm Ace Metrix: Smucker's, "Hardworking Olympians;" GE, "Childlike Imagination — What My Mom Does at GE;" Bounty, "Julie Chu: Has to Credit Her Mom;" and Jif, "Kids with the Olympic Dream." (For evoking good fuzzy feelings that can rub off on a brand, it appears moms can't be beat.)
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