The Creative Effectiveness Platform, System1, has revealed the top 10 commercials from the 2024 Olympic and Paralympic Games. Using their Test Your Ad platform, System1 assigned the ads a score between 1.0 and 5.9 stars based on their brand-building potential.
According to a press release, the 2024 Olympics ads averaged 3.2 stars. Dick’s Sporting Goods (US) earned the highest score, receiving 5.7 stars for their ‘Big Moments Every Day’ commercial. Australia also recorded an impressive win, with four ads ranking in the top 10 list.
The top 10 list of ads is:
- Dick’s Sporting Goods (US): Big Moments Every Day (5.7)
- YES BANK (India): Cheer for Team India at the Paris Olympics 2024 (4.9)
- Woolworths (Australia): Fresh Fuels the Best in All of Us (4.8)
- Aldi (UK): Has Kevin Met His Match? (4.7)
- AAMI (Australia): When Our Athletes are in the Making (4.7)
- NBC Sports (US): Why is Sabrina in Paris? (4.6)
- Qantas (Australia): Qantas x Australian Olympic and Paralympic Teams (4.6)
- Rebel (Australia): Sport is Calling (4.6)
- BBC (UK): Paris 2024 Olympics | Official Trailer (4.4)
- Accor (France): Glace (4.3)
Jon Evans, Chief Customer Officer at System1, commented:
‘In the race for effectiveness medals, the brands that inspire and wow will win the hearts of viewers and build mental availability to drive long-term growth. Some advertisers are leveraging celebrity athletes while others are highlighting future hopefuls. Many are leaning into humour, a proven brand-building winner, and plenty are featuring distinctive brand assets like recurring characters, as well as rich storytelling to make their mark.’
Featured image: Dick’s Sporting Goods / Youtube
