We’re now into what has been one of the more controversial Olympic Games in recent memory, witnessing everything from hotel nightmares to stray-dog pandemonium, and most hotly contested of all, Russia’s broadside against equality. As brands fight for a voice in the Sochi.ru 2014 noise, here are three organizations that have pulled out all the stops to generate creative content that really isn’t afraid to tell us how it feels.
“The Games have always been a little gay”
The Canadian Institute of Diversity and Inclusion takes a strong stance against Russia’s anti-gay position with this video of two lugers. The video disarms us with humour before driving an important message home: These are and have always been everybody’s Games.
Even Olympic athletes need their moms
Although parental nostalgia is nothing new to marketers, P&G’s heart-warming campaign about a mother’s never-ending dedication to her kids connects each of us to personal triumphs and the people who helped us get to where we are today. What you may not know is that P&G took its campaign one step further this year by opening the P&G Family Home, which honours moms and their travelling families with 1,200 hours of everyday services while they’re away from home.
The athlete’s journey is tough and uncertain
Playing on the age-old metaphor of life as a journey, Petro Canada uses its 2014 Olympic campaign to share stories of the Olympic and Paralympic athletes it has sponsored. A humble brag, for sure. But the campaign demonstrates the lasting power of national pride to help stir brand loyalties. And with stories like these, it seems we’ve got plenty to be proud of.
See a campaign you think people should be paying attention to? Share your favourites with us on Twitter at @PilotPMR. Closing ceremonies are February 23, 2014 at 11:00am.