HEROfarm is a marketing and public relations agency dedicated to

revealing the newest trends in the market. The Olympics are here.

Are you ready? We are.

Check out these 5 trends we found in Olympic advertisements.

RULE 40 CHANGERule 40 used to prevent non-Olympic sponsors from starring Olympic athletes in

advertisements during the games. Athletes had long argued that the old rule “deprived them

of commercial attention and income during their most marketable moments.”

Now, non-sponsors can feature Olympic athletes if they follow specific guidelines. They

must run their campaign continuously from March 27 through the end of the games, and

cannot use Olympic intellectual property such as “Olympic,” “Olympiad,” “Rio/Rio de

Janeiro,” “Gold,” “Games,” and “Victory.” Essentially, there cannot be an association

between the athlete and the Olympics.

Sponsors still have the advantage of using trademarked Olympic phrases and imagery in ads,

but the new rule will challenge non-sponsors to get creative and stand out.

SPONSORS VS. NON-SPONSORS

We’ve indicated sponsors with

See how they use the Olympic intellectual property to their

advantage.

Also, pay attention to those non-sponsors who still create the link

between their product and the Olympics.

FAMILYFAMILY

1

FAMILYFAMILY

They’re our biggest

fans, supporters, and

friends. These brands

have captured the

family love.

Procter & Gamble

“It takes someone strong

to make someone

strong.” The “Thank You,

Mom” commercials touch

your heart every time.

FAMILY

Minute Maid

It’s hard to fight back

tears when watching

Olympic swimmer Missy

Franklin speak about the

love for her family.

Owned by Coca-Cola

FAMILY

FEMINISMFEMINISM

2

These commercials

emphasize the power

of all women who

compete in a variety

of Olympic sports.

FEMINISMFEMINISM

Chobani

Marlen Esparza features in

this #NoBadStuff campaign

commercial. She was told

boxing was meant for men,

but kept fighting and

became the first American

female to qualify in her

sport at the Olympics.

FEMINISM

Always

The “Like a Girl” campaign

empowers women to own

their sport. It encourages

young girls to keep playing

and never be discouraged.

FEMINISM

Owned by P&G

3

SHOW YOUR COLORSSHOW YOUR COLORS

What better way to

show support for

your country than

repping its colors?

SHOW YOUR COLORSSHOW YOUR COLORS

Lacoste

The French company is a

partner of the French

National Olympic and

Sports Committee. This

commercial shows off the

"spirit, style and elegance"

of Lacoste’s new fashion

line.

SHOW YOUR COLORS

Kellogg

Kellogg redesigned its

cereal boxes to support

Team USA. There’s

patriotism at all angles

with the American Flag

pattern and featured

Olympic athletes.

SHOW YOUR COLORS

CHILDHOOD MOTIVATORCHILDHOOD MOTIVATOR

4

This popular trend shows Olympic athletes

being motivated by their younger selves.

CHILDHOOD MOTIVATORCHILDHOOD MOTIVATOR

Gatorade

Gatorade’s “Never Lose the

Love” campaign shows the

passion these athletes felt at

a young age. Usain Bolt,

Serena Williams, Paul

George, April Ross are all

motivated by their childhood

selves in this commercial.

CHILDHOOD MOTIVATOR

USA Swim Team

All athletes start

somewhere, and here we

can see the USA Swim

Team at the very

beginning. The old video

footage reminds us of

their love and dedication

to the sport.

CHILDHOOD MOTIVATOR

PanasonicCHILDHOOD MOTIVATOR

Brazilian soccer star

Neymar Jr. dribbles

through the streets of Rio

with flashbacks of his

childhood self.

FASTER THAN A SPRINTERFASTER THAN A SPRINTER

5

These brands

use Olympic

sprinters to

represent the

speed of their

products.

FASTER THAN A SPRINTERFASTER THAN A SPRINTER

Allyson Felix, an American

track and field sprinter,

stars in this commercial.

She helps Bounty

emphasize the speed its

paper towels can clean up

a mess.

BountyFASTER THAN A SPRINTER

Owned by P&G

Virgin Media

Virgin Media’s campaign

#BeTheFastest is the

perfect fit for Usain

Bolt. The Jamaican

sprinter has broken

three world records,

one of them being 100

meters in 9.58 seconds.

FASTER THAN A SPRINTER

Adidas

The #SpeedTakes campaign

represents the hard work

and dedication it takes to

be the fastest. Adidas is not

an Olympic sponsor, but its

use of multiple Olympic

athletes makes these

commercials successful.

FASTER THAN A SPRINTER

Check out our presentation on

10 Ways to Evict Creative Block.

Marketing and Public Relations

CREDITS

Slide 1 & 26: https://www.reference.com/beauty-fashion/olympic-gold-medals-made-7f8d3dd0cefe19b5

Slide 2: http://www.tourist-destinations.net/2013/09/rio-de-janeiro-brazil.html

Slide 3: https://projectgirlspire.com/2016/07/09/top-female-athletes-to-watch-out-for-in-the-olympics/;

http://www.teamusa.org/Athlete-Resources/Athlete-Marketing/Rule-40-Guidance;

http://adage.com/article/cmo-strategy/olympic-ads-appearing-sooner-normal/302909/;

http://www.usatoday.com/story/sports/olympics/2015/02/26/ioc-relaxes-rule-on-athletes-and-sponsors-during-

olympics/24084119/

Slide 4 & 5: http://www.cnn.com/2014/02/07/living/olympic-moms-sacrifice-challenges-parents/

Slide 8 & 9: http://www.latimes.com/sports/soccer/la-sp-soccer-women-olympics-20160222-story.html

Slide 12 &13: https://pixabay.com/en/flag-america-usa-states-1291945/

Slide 16 & 17: https://www.youtube.com/watch?v=EP7izIhmV5c

Slide 21 & 22: http://www.npr.org/sections/thetorch/2012/08/08/158428533/field-for-womens-200-meters-is-loaded-

with-talent-and-speed