Olympic Spirit: The Resonance of Brand and Dream

In this globally watched sporting event, major brands conveyed the Olympic spirit in their own unique ways, aroused emotional resonance among the audience, and witnessed the glorious moments of athletes together.

Under the illumination of the Olympic rings, the world's attention is once again focused on the world's greatest sporting event. Brand giants have captured the essence of the Olympic spirit with unique perspectives and creativity, inspiring emotional resonance among hundreds of millions of viewers. Brands are not only delivering information, but also delivering a spirit and a power. Through carefully planned promotional videos, advertisements and activities, they have established an emotional bridge with global audiences, allowing them to experience the exciting moments brought by the Olympics together.

Let us witness together how these brands shine the brightest on this stage.

1. LVMH: Reaching the top of France

LVMH’s Olympic campaign, “Ascending France,” is set on the rooftops of Paris, showcasing the athletes that work with the Group at these city’s highest points, while capturing Paris’ illuminated landmarks at night, such as the Fondation Louis Vuitton, the Pantheon, the Sacre Coeur and the Arc de Triomphe, combining the energy of the athletes with the beauty and artistry of the city.

Adhering to the concept of “the art of creating dreams”, the advertisement not only showcases the athletes’ demeanor through the unique perspective of the rooftop, but also implies that they will strive to “reach the top” in the upcoming events and become as shining as these Parisian landmarks.

In addition, the LVMH Group has also carefully customized Louis Vuitton cases to store the medals and torches of this Olympic Games. The design of the medal case incorporates elements of a cosmetic case and has a display function, while the torch case is equipped with customized components and a black leather lining to ensure the safety and dignity of the torch. This is not only a respect for the athletes' achievements, but also a reflection of LVMH's commitment to craftsmanship and aesthetics.

2. P&G: Champions are determined by ordinary things

As the Olympic partner for 12 consecutive years, P&G's promotional video is titled "Champions are determined in daily life." The opening sentence asks the question: "Do people here know how to win championships by nature?"

Then, answer with action. The promotional video takes the daily training life of athletes as the main line, combined with the daily life of ordinary people practicing table tennis together, through delicate pictures and touching narration, it shows the Chinese people's love for the sport of table tennis 365 days a year, as well as the unknown hardships and efforts behind the athletes. In the short film, the athletes repeat the boring and arduous training day after day, and every time they stand up again after falling down, the persistence and belief behind every drop of sweat are captured by the camera and presented to the audience. P&G uses the daily training life behind the honor to convey the brand concept and let the audience experience the connotation of the "Olympic spirit".

3. Omega: Paris is a huge training ground

As the official timing partner of the Olympic Games, Omega's Olympic promotional film "Paris is a huge training ground" uses the iconic buildings of Paris as the background to show the hard training of athletes in every corner of the city. From the Eiffel Tower to the Seine River, the training scenes of athletes not only show the vitality of Paris, but also reflect that they transform any environment into a stage to challenge themselves and pursue excellence.

Omega supports athletes' training and competition through its precise timing technology, demonstrating the brand's commitment to precision and professionalism. The promotional film conveys a message: no matter where you are, as long as you have dreams and determination, everyone can become a champion in their own life track. This promotional film is a tribute to Paris, and also a tribute to the unremitting efforts of athletes and the Olympic spirit, encouraging us to bravely pursue our dreams and constantly surpass ourselves.

4. BBC: Welcome to the City of Love

The BBC's Olympic advertisement takes "love" as its theme and deeply explores the emotional bond and humanistic care behind the Olympics. Different from common competitive sports advertisements, this work focuses on the love of sports and the emotional connection between people, especially choosing Paris, a city full of love, as the background.

The advertisement combines the romantic atmosphere of Paris with the deep emotion for sports. It cleverly chooses the background music of "Ode to Love" by Edith Piaf, the queen of French chanson. This song itself is a celebration of love, and its inspiration comes from Piaf's deep affection for boxer Marcel Cerdan. This choice not only highlights the theme of the advertisement, but also emphasizes the deep motivation of accompanying and participating in sports - love.

5. Overlord Tea Princess: Making Friends with Tea

In this Olympics, CHAGEE TOGETHER, together with Liu Xiang, Wang Shun, Zheng Qinwen, Chen Qingchen, Jia Yifan, Liu Qingyi, Wang Ruimiao and other athletes, hopes to use this biggest sporting event in 2024 to convey a clearer slogan to the world: CHAGEE TOGETHER, and help CHAGEE become a national brand.

Bawang Tea Lady has released a series of short films with the core of "making friends" and the "sense of reality". Combining the experiences of each athlete, the short films are themed with "hurdles", "transcendence", "honor" and "belief", conveying Bawang Tea Lady's concept of "making friends around the world with oriental tea".

6. Coca-Cola: When the world embraces, magic happens

Coca-Cola's Olympic promotional film is set against the backdrop of the 2021 Tokyo Olympics, telling the touching story of South African swimmer Tatyana Schoenmark after she won the championship and set a new world record. After the fierce competition, she excitedly embraced the swimmers in the adjacent lanes. This hug was like a warm trend, which resonated with the audience at the scene and around the world.

The advertisement takes "embrace" as its core, conveying the profound concept that "magic will happen when the whole world unites". This not only fits in with the Olympic spirit, but also emphasizes the profound significance of the Olympic Games as an international event that embraces diversity and connects different cultures.

Through this ad, Coca-Cola lets us look beyond the victory or defeat of competitive sports and focus on those moments that shine with the brilliance of humanity. The brand also innovatively launched the "Hug Camera" to capture and share the hug scenes at the event, allowing these touching moments to spread to every corner of the world through social media.

7. Samsung: Openness leads to win-win situation

Samsung's Olympic promotional film "Openness Leads to Win-Win" profoundly interprets the athletes' tenacity and excellence on the competitive stage with its unique narrative techniques and visual presentation. In the compact narrative of just half a minute, through innovative frame changes, the athletes seem to break through the limitations of the screen and interact directly and vividly with the audience. The picture gradually expands from a narrow vertical screen to an open horizontal screen, vividly showing the athletes' broadening of vision and improvement of realm, symbolizing their determination to constantly break through themselves and pursue higher realms.

This visual metaphor not only vividly shows the growth trajectory of athletes, but also echoes the infinite possibilities brought by openness. Samsung's slogan "Openness leads to win-win" emphasizes the core position of openness in human achievement, which is perfectly in line with the Olympic spirit.

8. Nike: Not everyone can be the winner

Nike's Olympic promotional film "Winners Are Not Everybody's Choice" shows athletes' desire and pursuit of victory with its unique perspective and profound connotation. Through fast editing and inner monologue, the commercial mixes images of sports stars such as Kobe and Ronaldo, as well as the narration of American actor William Dafoe, to convey a strong message: victory is not easy, it requires unremitting efforts and firm determination.

In the ad, Nike not only focuses on Olympic athletes, but also non-Olympic athletes, such as NBA star LeBron James and tennis player Serena Williams, emphasizing the competitive spirit and pursuit of excellence shared by all athletes. Through this promotional film, Nike abandons the stereotypes of competitive sports, deeply explores the inner world of athletes, praises their courage to express themselves and pursue victory, and encourages everyone to bravely pursue their dreams and constantly surpass themselves.

9. Yibao: Me and My Team

Yibao and Chinese gymnastics champion Chen Yibing jointly launched a sports micro-documentary "Me and My Family Team", which uses the sports stories between Chen Yibing and his daughter as clues to deeply show the inheritance of sports spirit from generation to generation. This documentary not only captures Chen Yibing's tenacity and perseverance as an athlete, but also conveys the warm transmission and far-reaching influence of sports spirit in the family through his interaction with the next generation. Through this work, Yibao shows the audience that sports is not only a kind of competition, but also a continuation of a life attitude and values.

10. Alibaba Cloud: AI-driven services for the Olympics

Alibaba Cloud, the official cloud service partner of the Olympic Games, presented a revolutionary Olympic viewing experience to global audiences with cutting-edge cloud computing and artificial intelligence technologies. It not only demonstrated the evolution of viewing methods from ancient times to the present, but also demonstrated how Alibaba Cloud supports the digital operation of the Olympic Games through technology, including event management and data analysis, providing strong support for organizers and participants.

This promotional video not only demonstrates Alibaba Cloud's technical strength, but also is a modern interpretation of the Olympic spirit, emphasizing the importance of openness, sharing and connection. Through this promotional video, Alibaba Cloud announced to the world its commitment and vision as a technical partner of the Olympic Games, that is, to make the Olympic spirit more widely spread and experienced around the world through technological innovation.

11. Kuaishou: Tieli is with the Chinese team

Kuaishou has joined hands with the Olympic spirit to create the promotional video "Iron Power and the Chinese Team Together", which is not only a visual feast, but also a spiritual touch. In this promotional video, we witnessed the amazing power of "Old Iron Power": a huge crowd suddenly appeared behind the table tennis table, the weightlifting barbells became strangely long, the air gun targets were ridiculously large, and the double rowing boats were as long as dragon boats...

Although the old irons cannot go to the stadium, they are concerned about the Olympics. No matter when and where, the old irons fight side by side with the Olympic athletes in their own way and cheer them on. The Chinese Olympic athletes can create excellent results again and again on the field. In addition to professional efforts, they also cannot do without the attention and support of 1.4 billion Chinese old irons. The short film presents these off-field cheering forces in a visual language. Their stories are intertwined with the Chinese team's Olympic journey, showing the indomitable and courageous Olympic spirit. Every frame is full of power and passion, inspiring every audience to be with the Chinese team and share the glory and dream.

12. Mengniu: Opening

Mengniu Group and the internationally renowned director Zhang Yimou's team have officially released the Olympic-themed TVC "Opening". Mengniu is the first Olympic global partner in the global dairy industry, and Zhang Yimou is the only "double Olympic director" in the world. The promotional video jointly created by the two is a visual feast! The short film invites hundreds of millions of viewers around the world to witness the "strong" spirit of the Chinese people and cheer for the athletes' hard work.

Yili, together with Su Bingtian, Quan Hongchan and other sports leaders, launched a TV promotional film "Go China" full of Chinese traditional cultural charm. The film uses drums as the core element, showing the spectacular scene of many athletes beating drums together, conveying the strong emotion of cheering for the Chinese sports delegation. The passionate drumbeats and unified rhythm not only boosted the morale of the athletes, but also showed the grand momentum of Chinese traditional culture.

13. Yili: Come on, China!

Yili, together with Su Bingtian, Quan Hongchan and other sports leaders, launched a TV promotional film "Go China" full of Chinese traditional cultural charm. The film uses drums as the core element, showing the spectacular scene of many athletes beating drums together, conveying the strong emotion of cheering for the Chinese sports delegation. The passionate drumbeats and unified rhythm not only boosted the morale of the athletes, but also showed the grand momentum of Chinese traditional culture.

Author: Meihua.com Editorial Department;

WeChat public account: Meihua.com