System1 has named BBC Creative’s Paris 2024 Olympics trailer among its top ten global Olympic-themed adverts for effectiveness.
Placing tenth, the animated spot which is set to the tune of Edith Piaf’s Hymne A L’Amour (which Céline Dion sang on the Eiffel Tower during the opening ceremony) and shows athletes performing sports across the Parisian skyline, received 4.4 stars from the platform against an average of 3.2 stars for Paris 2024 campaigns.
“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,” said System1 chief customer officer Jon Evans.
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Each of the campaigns are ranked out of 1.0 to 5.9 stars, with the score calculated based on emotional resonance and brand building potential.
US firm Dick Sporting Goods ‘Big Moments Every Day’ topped the charts, garnering 5.7 stars.
Meanwhile Aldi UK’s ‘Has Kevin met his match?’ which saw the iconic Aldi mascot saves the Olympics landing in the Stade France to the tune of Chariots of Fire, with 4.7 stars for the spot.
A total of 14 global brands achieved 4 stars whilst Dick Sporting Goods was the only firm to get System1’s coveted 5-star ranking.
“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,” said System 1 chief customer officer Jon Evans.
“Some advertisers are leveraging celebrity athletes while others are highlighting future hopefuls,” Evans continued.
“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.”
