System1, the Creative Effectiveness Platform, today revealed which Paris Olympics & Paralympics ads are at the top of the brand-building podium, based on consumers’ emotional responses. System1’s Test Your Ad platform assigns creative a score of 1.0 to 5.9 Stars based on long-term brand-building potential, with dynamic emotional stories and feelings of happiness driving the strongest results.
Thus far, the Paris 2024 ads have averaged 3.2 Stars, with Dicks Sporting Goods in the US taking home the gold medal, and Team Australia leading with the most ads in the top 10. Brands are successfully maximising the use of storytelling, talent and intellectual property to deliver emotion-led campaigns. One campaign has won the coveted 5-Star Rating, while 14 brands have achieved 4-Stars, predicting strong long-term brand-building potential.
The top Olympics ads for 2024 are:
With the Olympics and Paralympics drawing in viewers from around the world, entertaining audiences is essential, and this year’s most successful ads have hit top marks by following a few key themes:
"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," noted Jon Evans, chief customer officer at System1. " 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."
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