Canadian women award P&G, Samsung and Sport Chek with best Olympic ad medals

Canadian Olympics Ads

Marketing agency Harbinger has ranked Canadian women’s favourite Olympics-themed ads with P&G, Samsung and Sport Chek all placing on the podium in that respective order.

In August, the agency queried 1,514 Canadian women between 24 and 63 on their top three Olympics ads currently airing on TV or online.

Taking the top spot was P&G ‘Thank You, Mom – Strong’, followed by ‘Samsung The Anthem’ and ‘Sport Chek Olympic Manifesto’ (hit the links to view them on YouTube).

The survey also revealed the ad preferences of this demographic. It found that women (39 per cent) were more likely than men (27 per cent) to like ads that feature stories about athletes and/or their families. Women (35 per cent) remembered ads celebrating people coming together more often than men too (25 per cent).

A fifth of men on the over hand said they would be more likely to remember slots featuring their favourite sports, only 13 per cent of women shared this view.

"One constant we saw among all of the top ads is that they contain underlying themes that speak to women's own values and experiences with messages that transcend the Olympics themselves," said Deborah Adams, senior vice president and managing director, Harbinger.

"For example, Sport Chek's Olympic Manifesto appealed to a number of women during our couch session by showing failure as a natural part of life, but connected most with those who had also been athletes themselves."

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