formula for the best sports ads IMO: earbuds → music → sports → eMoTiOns

Sports ads are always some of the best ads, because yeah okay, the brands in question are usually just trying to sell us overpriced & questionably manufactured sneakers at best, but MAN do they do a good job spinning up grandiose themes of ~self actualization~ and ~passionate pursuit~ and ~the shared physicality of life~ to dazzle us along the way.

For major athletic events, I always like to see how traditionally non-sportsy brands try to get in on the action. Personal fave will always and forever be Beats’ killer World Cup spot from 2014, but here’s a handful of my fave RiOlympics ads so far, in honor of tonight’s Opening Ceremonies:

Samsung’s “The Chant.” The tie between earbuds → music → sports → eMoTiOns is tried & true, but what a fucking gem of a story Samsung tells here. This is my fave, hands down.

Gatorade’s “Never Lose The Love.” Also trusted advertising gold: cute, plucky kids. If you think about it, it’s v. impressive how Gatorade’s been able to market themselves across the entire spectrum of athletes -- from pro athletes to grade school softball teams, so this actually cleverly and adorably hits both.

Nike’s “Unlimited Future.” Less visually impressive than Nike’s usual and using the athletes-as-babies angle too, but great copy here and comedic timing. ALSO if you close your eyes while listening, you might even mistake it for a pretty top notch DNC speech.

Apple’s “Human Family.” ‘Cause when you’re Apple, you can just call up Maya Angelou and have her sell some iPhones but also promote themes of ~diversity~ and it’ll be guaranteed amazing.

Send along your faves! USA USA Don’t Get Zika Anyone USA!