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By Laura Thomas, SVP, Head of Strategy
We can all agree there was a tremendous amount of joy in the Paris air this August. At PETERMAYER, we know conclusively that joy drives business results, and the Olympics was exemplary of joy in action! Sportsmedia reported that the Opening Ceremony was watched by more than 32 million viewers across NBC's linear and streaming platforms, marking an 83 percent increase over the first day of the Tokyo games in 2021. Personally, watching my 17- and 19-year-olds binge the Olympics for the first time was witnessing a whole new generation embody and make the Games their own.
With so much emotion sweeping the milestone event and more places than ever to consume Olympics content – where did we find the most joy? Even if you didn’t watch the Olympics religiously, hopefully, you soaked up some of the magic.
The Opening Ceremony featured giant heads floating in the river, including a representation of Marie Antoinette’s decapitated head, and appearances by Lady Gaga and Celine Dion. While Olympic ceremonies are traditionally steeped in grandeur and formality, Paris incorporated its unique cultural flair, setting a stage for the bizarre and the human and making their version a memorable departure from the norm, perhaps inviting a new generation to the table.
Turkish shooter Yusuf Dikec became a beloved figure for his relaxed demeanor amidst intense competition, going viral for competing with one hand in his pocket, using minimal equipment and still securing a medal. After his performance, Gen Z viewers spun his story into fanfiction and a global meme. The joy of his relatability and aspirational nonchalance was contagious.
Snoop Dogg took home the gold and defended his title throughout the Games, culminating in his Closing Ceremony performance. My teen children were among the many who helped Snoop go viral during the Olympics. He humorously claimed, "I have trained my entire life for the Olympics. I look great wearing gold," freestyling to his iconic track"Nuthin' but a ‘G’ Thang" as the backdrop to his commentary on dressage. Snoop's lighthearted approach brought a fresh, entertaining perspective to the Games.
The campaign focused on the significance of everyday moments in sports, like a child's first game or casual backyard play. These relatable experiences celebrate the everyday athlete by emphasizing that every moment in sports, large or small, is a "big moment.”
In this era of hyper-competitiveness and mental health awareness, Hyundai took a moment to bring the joy of enjoying the ride versus the destination with a metaphor for both the car experience and athletics. The spot perfectly targeted its audience and encouraged an emotional reaction from viewers.
At every turn in this year’s Games, Simone Biles continued to teach us about taking care of ourselves and others. This is also true of her breakout spot with Powerade. The ad poignantly reminds us why we excel and push ourselves and why we also need to take a break, mirroring her real-life athletic journey.
The Paris Olympics brought extraordinary joy – to the athletes achieving lifelong dreams and the viewers who were inspired by the energy and the glory. It also enabled brands to unleash joy and, with the help of fans, competitors, commentators and sponsors, spread the unique joy of the Olympics brand itself.
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