Every fortnight, RedPill reviews three new or relevant branded videos and assesses the reasons behind their social performance. RedPill’s rating system scores videos across five categories (awarding a maximum of 20% for each category): originality; on brand; creativity; craft; and shareability. The sum of all five scores produces a rating out of 100%.
In honour of the Rio Olympics opening this weekend, we’ve decided to take a look at the campaigns revolving around the largest sporting event in the world. We've selected some of the best for our analysis.
Channel 4 - We’re The Superhumans | RIO Paralympics 2016 Trailer
Tackling the lesser followed, but arguably more impressive Paralympics, Channel 4 has produced an epic 3 minute ad that consistently draws you along. Getting someone to stick with an online ad for a full three minutes is no small feat. Constantly upping the ante, we see Paralympic athletes and disabled musicians perform feats that most mere mortals can’t possibly attempt. While this would be fascinating enough, the ad injects a healthy dose of humour with cutaways to everyday activities and one particularly unhelpful school counselor.
It is already the second most shared Olympic ad of all time, with good reason. “We’re The Superhumans” is the definition of a shareable ad - an endless parade of viral accomplishments smashed into three minutes.
Virgin Media | Usain Bolt | #BeTheFastest
Usain Bolt is probably the safest athlete to build a campaign around. A world record holder, he drips with charisma while carrying the hopes of a small island nation on his shoulders. And his event is perhaps the most iconic of all Olympic events. Years of training and hard work boiled down to ten seconds of pure adrenalin. Virgin Media’s ad does a solid job of taking this moment in time and expanding it to show how much it truly means. Visually unique and creative, it is infectious, fun and moving. And if you are a broadband company, what better way to represent yourself than with the fastest man in the world?
Samsung - 'The Anthem' - Rio 2016 Olympic Games
As a demonstration of global unity, no event is more powerful than the Olympic Games. Inspired by lyrics from anthems around the world, 'The Anthem' skillfully pools world culture into one harmonious triumph. Beautifully shot and composited, ‘The Anthem’ perfectly captures the spirit, culture and diversity of the games. Notably, it lands at a time of great uncertainty and division - and hopefully serves as a poignant reminder of the importance of comradery, hope and diversity. It’s always good to have a positive message to share. Thank you Samsung.
Matthew Davies is a director at RedPill, a specialist branded video agency.