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Reading: Michael Phelp’s Non-Olympic Ad Becomes Most Watched Olympic Ad
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B&T > Advertising > Michael Phelp’s Non-Olympic Ad Becomes Most Watched Olympic Ad
Advertising

Michael Phelp’s Non-Olympic Ad Becomes Most Watched Olympic Ad

Staff Writers
Published on: 17th August 2016 at 10:37 AM
Staff Writers
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A dark and moody ad for sportswear brand Under Armour has been the most shared ad of the Rio Games despite it being almost six months old, while it never even mentions the Olympics. However, it also happens to star (a bearded) Michael Phelps which has probably had a lot to with its popularity.

The ad shows Phelps’ (who snared his 23rd gold medal in the Rio pool) gruelling training regime under the tagline “It’s what you do in the dark that puts you in the light”.

Check the ad out here:

https://www.youtube.com/watch?v=Xh9jAD1ofm4

The ad has had over 10 million views on YouTube and is reported to be the fifth most shared Olympic ad of all time. And it’s proven a triumph for Under Armour not only in brand awareness but in sales too.

The fact that it’s been so popular with Olympic fans has proven a marketing triumph. Brands that aren’t official Olympic sponsors (which Under Amour isn’t) aren’t allowed to mention the Olympics or mention an athlete’s performance for any sort of promotion (known as Rule 40).

biles_afp-1

And it’s been a gold medal Games for Under Armour’s marketing all-round. The brand also sponsors the US gymnastic team and its logo features heavily on athletes’ uniforms. Including the other sensation of Rio – Simone Biles who took home for gold medals.

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TAGGED: Advertising Standards Bureau, customer advocacy, Frontier Media, Olympic Games 2016
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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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