(Cover photo: P&G’s new commercials feature Simone Biles. Credit: Tide YouTube)
With the 2016 Olympic Games underway, we at the Louisville Women’s Sports Network are excited for what the ’16 Olympics – and the broader sports landscape – means for female athletes. Later next month, we’ll celebrate our second-annual Women In Sports Honors. You’ll also start to see us often share about #40and4, an important statistic regarding women in sports media.
For now, though, enjoy this awesome article by Betsey Guzior on the best girl power ads of this year’s Games…
Betsey Guzior, Bizwomen/American City Business Journals
Who’s got the power at the Olympics? Women competing for the U.S.
Team USA is bringing 292 female athletes to the Olympics, which begins in Rio de Janeiro, Brazil Friday. It’s the biggest female contingent of any summer games.
The national women’s soccer team is the favorite for a fourth consecutive gold medal. The women’s gymnastics team and beach volleyball teams also are expected to win gold. Swimmers such as Missy Franklin and Katie Ledecky also are expected to be golden girls at the Games.
The Olympics is also a big event for women on the sidelines. The Games attracts a high number of younger female viewers, and, in contrast to rapidly changing viewing habits, people who enjoy watching commercials, including those tied to the Games.
So it’s all gold for brands tapping into girl power in ads during the games.
We found 10 of the most intriguing and powerful commercials airing during the Games.
1. Always, “Keep Playing”
This campaign, with ads directed by documentary filmmaker Nanette Burstein, shows young female weightlifters, rugby players, boxers and other promising athletes vowing “not to give up” when told girls couldn’t do that. It’s part of the Always #LikeAGirl campaign.
2. Samsung, “The Chant”
For the first time, South Sudan will be represented at the Summer Olympics. The quiet preparation of 400-meter runner Margret Rumat Rumat Hassan is paired with scenes of people chanting her name in the streets, and yes I will buy those cord-free earbuds as soon as I stop bawling like a baby.
3. NBC Rio Olympics, “Salute”
To the bouncy Little Mix tune, Olympic athletes are “representing all the women” at the Games. Of the 550 U.S. athletes competing, 292 are women — the most of any nation’s team in the history of the Games. Watch this with the sound turned up.
4. Mini, “Defy Labels”
Ibtihaj Muhammad, the first U.S. athlete to compete (in fencing) while wearing a hijab. “It’s part of who I am … this is how a strong a woman can be.” This really should be called No Apologies.
5. P&G, “Thank You Mom”
We see athletes as children, encouraged in their most challenging moments, by their moms, and … I’ve run out of Kleenex.
6. Under Armour, “Rule Yourself”
Get pumped up for Team USA with this behind-the-scenes look at the practice and preparation these women undergo for the Summer Games.
8. Coca-Cola, “That’s Gold”
This interview series features athletes including Paralympics gold medalist Tatyana McFadden, who competes in track and field.
9. Nike, “Unlimited”
Watch Olympic gymnast Simone Biles (who also is featured in ads for Proctor & Gamble and Hershey’s “Hello From Home” campaign) practice while her mother talks about her “non-stop” energy.
10. Nike, “Da Da Ding”
This ad airing in India celebrates the female Olympic athletes is already a sensation for its stereotype-breaking attitude.