Canadian Marketing Takes Olympic Gold
Canada Olympic gold marketing

The best time of the year is here! No, not Christmas—The Olympics, of course!

I don’t know about you but I love the Olympics and look forward to them every two years. It’s the only time I think it’s acceptable for me to casually use words like “slalom,” “half pipe,” and “triple axel.”

Plus, the marketing is always unreal, with the largest companies in the world spending big on their campaigns. Some notable campaigns running at this year’s Olympics include Toyota’s Mobility for All, RBC’s Mobile App Campaign, and Visa’s Finding New Finish Lines.

The Canadian Olympic Committee outdoes themselves every year. Between creating the Ice in Our Veins campaign for Rio 2016 and now Virtue and Victory” for Pyeongchang 2018, I actually look forward to the commercial breaks.

So, let’s break down Team Canada’s campaign for the games this year and what it’s all about.

Be Olympic – Team Canada 2018

Yet again, Team Canada has chosen to embrace everything that makes us Canadian. But this time, instead of focusing on our cold weather, they’ve opted to draw on themes of determination and sportsmanship. The message is conveyed in a unique and creative way, putting a stylized twist on the common “Canada, Eh?” trope. Olympic and Canadian values are one in the same, and we’re not afraid to shout it from the rooftops.

The TV spot that has been running throughout the games makes the viewer feel like they are part of something bigger than themselves with “Virtue and Victory.” The commercial features Canadian athletes like Denny Morrison, Justine Dufour-Lapointe, and Marc McMorris to tell the stories of some of our country’s most courageous athletes in an interesting and engaging way.

The voice over of the commercial is equally mesmerizing with a voice asking, “Who are these Olympians? Who rise to dare greatly? Who are they, that stand for virtue and victory? Because it’s not a decision to be made. Virtue is victory, and struggle is triumph.” Leaving the viewer to ponder, are Olympians just athletes, or are they something more?

The last slide of the spot reads “Virtuous,” and in a blink it flips to “Victorious.” You can’t help but get chills with this masterpiece of a campaign, further deepening your feeling of patriotism. As the Pyeongchang Olympics come to an end, we can’t wait to hear more about the inevitable stories of Canadian camaraderie and heartwarming moments that make the Olympics different from every other sporting events in the world.

…including Scott Moir.


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