We're The Superhumans Olympics Advertising

Most buzzworthy Rio 2016 ads revealed as Channel 4's 'We're the Superhumans' races to become one of the most shared Olympic ads ever


By Rebecca Stewart, Trends Editor

August 3, 2016 | 6 min read

Rio 2016 officially gets underway on Friday, but Channel 4 has already crossed the finishing line when it comes to generating the most buzz online.

Channel 4 'We're the Superhumans'

Channel 4's 'We're the Superhumans' is most shared Rio 2016 ad so far

The network's 'We're The Superhumans' film is the most-shared Olympic ad so far across YouTube and Facebook, according to figures supplied by ad tech firm Unruly.

The three-minute long ad, which enlisted a cast of 140 disabled athletes, musicians and members of the public to celebrate Channel 4's Paralympic coverage, has trumped its competitors when it comes to the race for engagement and has recieved over 1.2 million shares thus far.

The ad’s superb performance has also earned Channel 4 a place on the all-time Olympic podium as the second most shared ad of all time, just behind Procter and Gamble's 2012 'Best Job' spot.

The "unbridled celebration of ability" has come out well on top of other campaigns, driving more than three-times the shares of runner-up Under Armour which clocked up 308,000 reposts for it's 'Rule Yourself' spot starring swimmer Michael Phelps.

The sporting brand's sister campaign featuring the US women's gymnastics team came a close third, followed by official Summer Games sponsor Procter and Gamble's 'Thank You Mom' film which has been shared 180,725 times to date.

BBC, meanwhile, takes fifth place with its animated 'The Greatest Show on Earth spot which transports viewers to the Tijuca Rainforest.

"It’s no surprise that Channel 4 is running away with the Olympics with its brilliant spot," said Dan Best, managing director , global client development at Unruly.

"Instead of the usual moody lighting and tough love storyline you get with a lot of Olympic ads, it takes a fresh approach, bringing humour, surprise and inspiration in buckets. Instead of crying along to the video you'll be cheering along."

Scroll down to take a look at the top 10 most shared Olympic ads so far.

1.Channel 4 'We're The Superhumans'

With over 1.2m shares Channel 4's Paralympic masterpiece steals the top spot by miles. Launched as part of Channel 4’s 2016 Year of Disability the campaign is believed to include more disabled people than ever before featured in a UK ad, and is be the most accessible campaign ever produced by Channel 4 with subtitled, signed and audio described versions available.

2.Under Armour 'Rule Yourself - Michael Phelps'

In second place is Under Armour with its 'Rule Yourself' marketing push. The Michael Phelps iteration of the campaign, which looks to "redefine what it means to be successful in training" has been shared 308,000 times.

3.Under Armour 'Rule Yourself - USA Womens' Gymnastics'

Stealing third place with 186,865 reposts is the same initiative from Under Armour which this time focuses on the the USA Women's Gymnastics team. The spot shows how the stateside troupe is "strong enough to carry a nation" through the summer games.

4.P&G 'Thank You, Mom'

Official Rio 2016 sponsor Procter and Gamble, P&G, whose spots have topped Unruly’s most shared charts at the last two Summer and Winter Olympics, currently holds fourth. Its 'Strong' video which pays tribute to athlete's mums has attracted 180,725 shares.

5.BBC Sport 'The Greatest Show on Earth'

Currently standing at 79,295 shares, BBC Sport takes fifth place with the campaign campaign for its coverage of the Olympics. The spot brings to life the host nation’s wildlife in an animated style to build momentum around what it calls 'The Greatest Show on Earth'.

6.United 'One Journey. Two Teams'

United Airlines Rio ad shows the US Olympic team hustling and bustling through an Airport to reach their final destination. With 72,355 shares, the video celebrates the fact that the company has transported Olympic and Paralympic athletes to the games for over 35 years.

7.Nike 'Unlimited - Serena Williams'

Tennis champion Serena Williams stars in Nike's Unlimited spot which comes in at number seven with 65,668 shares. "There's no day that goes by that I feel like losing," muses Williams as she reveals what spurs her on to be a winner.

8.Gatorade 'The Boy Who Learned to Fly'

Based on "true events" and featuring an animated version of Usian Bolt, Gatorade's ad tells the story of 'The Boy Who Learned to Fly'. The fun ad has been reposted 63,803 times.

9.Gillette 'Perfect Isn’t Pretty'

Gillette's 'Perfect Isn't Pretty' has clocked up 41,353 shares thus far. The 30 spot is fronted by Brazilian football captain and Barcelona forward Neymar Jr. alongside reigning Decathlon Olympic champion Ashton Eaton , Asian 100-meter freestyle record holder Ning Zetao and Great Britain cyclist Andy Tenant.

10.Nike 'Unlimited Future'

"Listen up babies, life's not fair," is the opening mantra of Nike's Rio 2016 effort. The brand applauds the perseverance of the world’s greatest athletes in the film, which with 40,037 shares has clearly struck a chord with viewers.

To view more marketing insights into Rio 2016 visit The Drum’s Olympics hub here.

We're The Superhumans Olympics Advertising

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