Coke, Birds Eye and AAMI named as top Olympic TV ads
TV ads by Coca-Cola, Birds Eye and AAMI have been named as the top three performers in measures of awareness and impact during their broadcast on the Nine Network throughout the recent Vancouver Winter Olympics.
According to a new Ipsos report which reviewed the performance of 40 different ads broadcast during the Olympics, Coke’s summer campaign came in first, followed by Birds Eye with its animated birds and AAMI’s safe driver TV ad in third place.
Ipsos’ Winter Olympics Advertising Study measured advertising awareness, recognition, branding and impact on consumers in terms of relevance and persuasion. Ipsos also carried out similar research in 2008 for the Summer Olympics in Beijing.
Unlike the ads screened during the Beijing Olympics – where two of the top three TVCs were Olympic themed – none of the top 10 ads during the Winter Olympics had an Olympic theme. Only two out of the 40 ads tested contained Winter Olympics content.
Peter Fairbrother, Ipsos ASI executive director, said: “During the 2008 Beijing Games Coca-Cola aired a specifically themed ad ‘Bird’s Nest’ which only ranked 43rd out of 60.
“However, the company took a different stance this time by showing its feel-good Summer ad. This ad is superbly branded and goes to show that Olympic sponsorship and Olympic themed creative is not a sure fire way to guarantee advertising success.”
The top 10 performing ads:
- Coca-Cola – Summer
- Birds Eye – Birds 45 seconds
- AAMI – Safe Driver
- McDonald’s – Chanting Big Mac
- Ford – Ford Territory
- Goodman Fielder – Meadow Lea Small Things
- Simplot – John West Salmon
- GlaxoSmithKline – Panadol Optisorb
- Kirks – Cricket
- Bundaberg Beer – White water rafting
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Vancouver Winter Olympics
I would think that the AAMI ad would have had the strongest recall levels… I don’t see how Coke make number 1 when looking at impact, relevance and persuasion? I think their main driver was the money put behind the campaign which drove their R&F.
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