DAIVID Research Reveals P&G Campaigns Dominate List of Most Emotionally Engaging Olympics Ads of All Time
by on 23rd Jul 2024 in News
A P&G campaign for the 2014 Winter Games that pays tribute to the role mums play in helping athletes achieve their Olympic dreams is the most emotionally engaging Olympic ad of all time. That’s according to new research from creative effectiveness platform DAIVID, which found that “Pick Them Back Up” generated the most intense feelings of positivity of any Olympic or Paralympic ad.
With the Paris Olympics due to begin this Friday, DAIVID used its advanced content testing platform – which measures the emotions people feel while watching ads – to see which ads from the global sporting event elicited the most intense positive emotions.
P&G campaigns dominated the chart, making up half the spots in the top 10, including all of the top three positions. All of the top 5 pay tribute to the role mums play in the creation of Olympic heroes.
"Pick Them Back Up" topped the chart after 59.6% of people who watched the ad had an intense positive emotional reaction to the campaign. That put it ahead of another Winter Games campaign from the FMCG giant – 2018’s "Thank You Mom" – and "Best Job" created for the London Summer Olympics in 2012, in second and third respectively.
In fourth is another 2012 ad, the UK’s National Lottery’s “Mother”, which, inspired by the story of 800M runner Jenny Meadows' mum, looks at how National Lottery funding helps British athletes achieve their Olympic dreams. "Strong" – P&G’s ad from the Rio Games in 2016 – is fifth. Channel 4’s game-changing campaign "We’re The Superhumans" also makes the top six.
Other brands that make it to the top 10 list include Nike, Toyota, and Comcast. Ads that just missed out on the top 10 include Adidas’s 2012 campaign “Don’t Stop Me Now” (12th) and Channel 4’s controversial Sochi ad “Gay Mountain” (15th).
For the full chart, click here.
Ian Forrester, CEO and founder of DAIVID, said: “When it comes to emotional Olympic campaigns, no brand has ever gone faster, higher or stronger than P&G. The company’s incredible tributes to the role mums play in helping to put future Olympic champions on the path to Games glory really tug at the emotional heartstrings and are capable of turning even the most cynical viewers into emotional wrecks. ‘Pick Them Back Up’ is a worthy gold winner, generating some of the most intense feelings of positivity we’ve ever seen for an ad.
“It’s also great to see Channel 4’s sensational campaign, ‘We’re The Superhumans’ in the top 6. Generating incredibly intense feelings of inspiration, the ad has played a crucial role in putting the Paralympics firmly in the hearts and minds of viewers all around the world.”
Based in London, DAIVID uses a suite of technologies – including facial coding, eye tracking, and computer vision – to help advertisers optimise the business and emotional impact of their ad campaigns. In today's content-saturated, always-on world, DAIVID’s solutions help marketers cut through the noise, enabling them to evaluate and improve the effectiveness of their creative at scale.
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