Michael Phelps – Most Shared Olympic Ad
By: Petrina Huang & Queena Zeng
The most decorated Olympian of all time has done it again at this year’s Olympic games in Rio, with five additional gold m
edals and a silver medal to his collection of now 28 Olympic medals in total. See how he teamed up with Under Armour to produce the most shared Olympic Ad of all time.
Michael Phelps, the most decorated athlete in Olympic history, finished his career this year at Rio 2016 with 23 gold medals and 28 overall.
He made his Olympic debut in the 2000 Olympic games, but was only well-recognized after his amazing performance in the 2008 Olympics in Beijing. This was just the beginning of when his sponsorships with brands started to pour in.
With his phenomenal swimming career, Phelps collaborated with Under Armour and produced the second most shared Olympics ad for 2016. The platforms it was shared on is presented in the diagram on the right. This ad, titled “Rule Yourself” ultimately became the most shared Olympics spot of all time.
Watch the ad here: https://www.youtube.com/watch?v=Xh9jAD1ofm4
What makes this ad so successful and so sharable?
Through this ad, Under Armour was able to perfect the “right emotional chord” with its targeted audience of millennial men that are between the ages 18 to 34. It captivated the viewers and caused them to visually engage in the dramatic nature of an Olympic athlete’s intense training; inspiring among 47 percent of overall viewers, and 68 percent of millennial men. The ad ultimately brought all the key emotions such as pride, amazement, happiness, excitement, etc., within a span of one minute and 30 seconds. The diagram on the right displays the top 4 positive emotions.
Under Armour was also able to create consistency in their recent ads, ensuring that they inspire and amaze their audiences. The consistency helps convince the audience that Under Armour is a reputable brand that can be trusted and creates a stronger consumer brand relationship. It was important for Under Armour to understand that they needed to make their ad feel as genuine and authentic as possible. This is because young target audiences easily lose their trust in a brand if an ad feels ‘fake’. It painted hard work and sacrifice through every perfected stroke of Phelps, which brought sense of rawness and realness.
With all in mind, Under Armour created a work of art that did justice amongst the fans of Michael Phelps, and the decorated athlete himself. The diagram on the right displays the success of the ad, as the brand resonated with a majority of the audience. The powerful portrayal of emotions and delicacy of every scene is what lead to the success of Under Armour’s ad.