Olympian effort

Rio de Janeiro – As we approach the halfway point of the 2016 Olympic games, LS:N Global takes a look at the best advertising and branded content initiatives connected to the event.

• Brands that are not related to athletics are making novel efforts to link themselves to the spirit of sport
• Technologies such as 360-degree cameras and virtual reality are making viewers feel like they are in Brazil

Unsurprisingly, Nike has been out in full force during the Olympics season with the launch of its new #Unlimited campaign. One ad truly striking a chord features Chris Mosier, the first transgender athlete on the US national team. Premiered during the Olympic games, the ad depicts Mosier answering how he knew that he would be strong enough to compete with other men.

Gillette is also focusing on the strength and courage it takes to be an elite athlete with its Perfect Isn’t Pretty commercial featuring Brazilian footballer Neymar Jr, Chinese swimmer Ning Zetao, US decathlete Ashton Eaton and English cyclist Andy Tennant. With a tagline that states ‘the best a man can get isn’t always pretty, but always worth the chase’, the campaign casts asides the usual tropes used to advertise razors and focuses on the pain and emotion that comes with dedication to a sport.

Brands are also using technology to connect viewers to the game on a deeper level. A project by Google brings Rio’s favelas to life in a 360-degree experience called Beyond the Map, while the BBC has launched the BBC Sport 360 app to enable iPhone and Android users to watch live footage of events in virtual reality, creating a viewing experience that helps to bring viewers closer to the action.