Online Video Marketing: Sochi 2014

In honor of the XXII Olympic Winter Games opening ceremony which began this morning in Sochi, we’d like to share some of our favorite Olympic video ad spots with you. Coming to us from the U.S., UK, and Canada, these Olympic-themed videos made us laugh, cry and even tremble at the power of nature.

BBC’s Winter Olympics trailer features a voice over from Charles Dance—many know him Tywin Lannister. Speaking as nature itself, Dance notes forebodingly, “I am the dreadful menace. The one whose will is done. The haunting chill upon your neck. I am the conundrum.” The dark tone and booming narrative will send shivers down your spine as Olympic hopefuls step up to face nature head-on.

The spot has over 960,000 YouTube views and 66,000 social shares.

NBC is also providing coverage of the Olympics and released a slew of video content promoting the Games. With a completely different tone, this network is focusing on making viewers care.

“All the new spots in some way make you care about the Olympics. Or the athletes. Or some element of the whole Olympic feeling,” said NBC Sports Group CMO John Miller.

This video (only one of many), has earned 95,000 YouTube views.

Now we’ll take a look at a few Olympic sponsors that have created video ads specifically for the event.

Visa decided to celebrate the Olympic debut of Women’s Ski Jumping by highlighting the athleticism of Sarah Hendrickson, a 2013 World Champion ski jumper and Olympic contender. Featuring words from Amelia Earhart, this ad seamlessly brings together two incredible women who lived to fly.

This ad has generated over 2.2 million YouTube views and 2,000 social shares.

In its campaign, AT&T asserts that #ItsOurTime to show support during the 2014 Winter Olympic Games in Sochi. Celebrating Team USA, the company filmed a spot following Noelle Pikus-Pace: a wife, busy mother of two and a Team USA skeleton racer. Even with her demanding schedule, she finds time to train for her Olympic dream of winning gold.

This video has 36,000 YouTube views.

J.C. Penny, in its support of US Olympic Skier Ted Ligety, created an ad titled “#GoLigety” which plays of Blackstreet’s hit “No Diggity.” The ad encourages shoppers to round up to the nearest dollar on their J.C. Penny purchases, with proceeds going to support Team USA.

The spot has earned 34,000 YouTube views and widespread media attention.

Last of the brand sponsors is P&G, a marketing powerhouse when it comes to the Olympic Games. As an extension of its “Thank You, Mom” campaign, P&G released this tearjerker showcasing all the hard work moms put in to help their children’s dreams come true.

A viral hit, this video has almost 14 million YouTube views and 622,000 social shares.

Last but not least, we have this controversial spot from The Canadian Institute of Diversity and Inclusion. In protest of the Russian ban on “gay propaganda,” they launched this spot with the message: “The Games Have Always Been a Little Gay. Let’s Fight to Keep Them That Way.”

Media outlets and internet users have had a field day, voicing both complaints and praise for the ad. Regardless, the video has been viewed over 779,000 times and shared by 68,000 people.

Have any other favorites we might have missed? Let us know in the comments! Enjoy the Games.

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