Athlete advertisements. 10 Iconic Athlete Commercials: Unforgettable Sports Marketing Moments

Which athlete commercials have made the biggest impact on popular culture. How did these ads influence sports marketing trends. What makes certain athlete endorsements more memorable than others.

The Power of Michael Jordan’s “Be Like Mike” Gatorade Campaign

When it comes to athlete endorsements, few can match the cultural impact of Michael Jordan’s “Be Like Mike” campaign for Gatorade. This iconic commercial, which aired in the early 1990s, perfectly captured Jordan’s universal appeal and aspirational status.

What made this ad so effective? Several key factors contributed to its success:

• Catchy jingle that viewers could easily sing along to
• Inspiring message that resonated with basketball fans of all ages
• Showcased Jordan’s athleticism and charisma
• Tapped into the widespread desire to emulate Jordan’s success

The commercial’s influence extended far beyond simply selling Gatorade. It helped cement Jordan’s status as a global icon and set a new standard for athlete endorsements. Even decades later, the phrase “Be Like Mike” remains instantly recognizable to sports fans.

The Evolution of Jordan’s Gatorade Ads

While the original “Be Like Mike” spot stands as the most memorable, Gatorade continued to feature Jordan in creative ways over the years. A more recent ad pitted young Michael against older Michael, using CGI to create a fascinating “what if” scenario. Though impressive technically, many fans still prefer the simple charm of the original.

McDonald’s Dream Team: Jordan vs. Bird

When McDonald’s brought together Michael Jordan and Larry Bird for a Super Bowl commercial, they created an instant classic. The premise was simple but brilliant: the two basketball legends engage in an increasingly absurd shooting competition for a Big Mac.

Why did this ad resonate so strongly with viewers? Consider these factors:

• Pairing of two Hall of Fame players and legendary rivals
• Clever script with quotable lines like “off the backboard, off the scoreboard”
• Playful tone that humanized the superstar athletes
• Tapped into fans’ imaginations about dream matchups

The commercial’s success inspired later attempts to recapture the magic, including a version with LeBron James and Dwight Howard. However, the original Jordan vs. Bird spot remains the gold standard for this type of athlete pairing in advertising.

ESPN’s Clever Use of Athletes in Advertising

ESPN has long been known for its creative and often humorous commercials featuring athletes. One standout example plays on the intense Yankees-Red Sox rivalry, showing David Ortiz trying to explain away his presence at ESPN headquarters to the Red Sox mascot Wally.

What makes ESPN’s athlete ads so effective?

• Clever concepts that play on sports culture and rivalries
• Self-aware humor that doesn’t take itself too seriously
• Showcases athletes’ personalities outside of competition
• Reinforces ESPN’s brand as the center of the sports world

By consistently producing engaging commercials with athletes, ESPN has created a distinct advertising style that viewers look forward to and actively discuss. This approach has helped strengthen the network’s connection with sports fans and cement its position in pop culture.

Peyton Manning’s Comedic Talents on Display

While not a traditional product commercial, Peyton Manning’s “United Way” parody for Saturday Night Live deserves mention for its hilarious subversion of athlete PSAs. The sketch shows Manning mercilessly taunting and berating children while ostensibly mentoring them, creating a brilliant contrast between his public image and the character he portrays.

Why was this particular bit so memorable?

• Unexpected contrast between Manning’s wholesome image and outrageous behavior
• Willingness of a star athlete to mock his own public persona
• Clever satire of overly earnest athlete charity work
• Showcased Manning’s surprisingly strong comedic timing

This SNL appearance helped establish Manning as one of the most marketable and likable athletes of his generation. His willingness to poke fun at himself and the tropes of athlete endorsements opened up new opportunities for humorous advertising campaigns throughout his career.

The Timeless Appeal of “Hey Kid, Catch!”

Few commercials have achieved the iconic status of Coca-Cola’s 1979 ad featuring “Mean” Joe Greene. The simple story of a young fan offering his hero a refreshing Coke became an instant classic that continues to resonate decades later.

What elements contributed to this ad’s enduring popularity?

• Heartwarming interaction between star athlete and young fan
• Transformation of Greene’s tough image through a simple act of kindness
• Memorable tagline “Hey kid, catch!” paired with tossed jersey
• Reinforced Coca-Cola’s brand identity of bringing people together

The commercial’s impact was so significant that Coke attempted to recreate its magic years later with Troy Polamalu. While that version took a more comedic approach, the original “Hey kid, catch!” remains the definitive example of this type of feel-good athlete endorsement.

Shaquille O’Neal’s Playful Persona in Advertising

Shaquille O’Neal’s larger-than-life personality made him a natural fit for entertaining commercials throughout his career. One particularly memorable ad showcased Shaq’s creative wordplay, with the big man inventing new “Shaq-ified” terms in a mock spelling bee.

Why did Shaq’s commercials resonate with audiences?

• Willingness to embrace his playful, comedic side
• Clever concepts that played to his strengths as an entertainer
• Contrast between his intimidating on-court presence and goofy off-court persona
• Ability to appeal to both sports fans and general audiences

Shaq’s success in advertising helped pave the way for other athletes to show more personality in their endorsements. His approach demonstrated that athletes could be both fierce competitors and entertaining pitchmen without compromising their image.

Deion Sanders: Prime Time Meets Madison Avenue

Deion “Prime Time” Sanders was a unique athletic talent, excelling in both the NFL and MLB. His flashy style and confident persona made him a natural fit for eye-catching commercials that showcased his versatility.

What made Sanders stand out in the world of athlete endorsements?

• Unparalleled two-sport stardom created unique marketing opportunities
• Charismatic personality that transcended individual sports
• Flashy style and memorable nicknames that lent themselves to creative ads
• Ability to appeal to fans of multiple sports and leagues

Sanders’ commercials often played on his “Prime Time” persona and his ability to excel in multiple arenas. This approach helped cement his status as one of the most recognizable and marketable athletes of his era, even as he moved between sports and teams.

The Legacy of Deion’s Endorsements

While Sanders’ playing days are long behind him, his impact on athlete marketing remains significant. He helped demonstrate the potential for crossover appeal between different sports and laid the groundwork for future multi-sport stars like Bo Jackson to capitalize on their unique talents in the advertising world.

The Evolution of Athlete Endorsements in the Digital Age

As we reflect on these iconic commercials from past decades, it’s worth considering how athlete endorsements have evolved in the digital age. While traditional TV spots still play a role, social media and digital platforms have opened up new avenues for athletes to connect with fans and promote brands.

How has digital technology changed the landscape of athlete endorsements?

• Direct-to-fan communication through social media platforms
• Increased opportunities for real-time engagement and behind-the-scenes content
• Rise of influencer marketing and micro-endorsements
• Greater emphasis on authenticity and personal brand building
• New metrics for measuring endorsement impact beyond TV ratings

Today’s athletes have more control over their personal brands than ever before, allowing for more diverse and targeted endorsement opportunities. While big-budget TV commercials still have their place, many athletes now focus on building long-term partnerships that align with their personal values and connect more directly with their fan base.

The Role of Social Media in Modern Athlete Marketing

Social media platforms have become crucial tools for athletes looking to build their personal brands and attract endorsement deals. Platforms like Instagram, Twitter, and TikTok allow athletes to showcase their personalities, interact with fans, and provide value to potential sponsors in ways that weren’t possible in the era of traditional TV commercials.

What are some key strategies athletes use on social media for endorsements?

• Sharing behind-the-scenes content from training and competitions
• Participating in viral challenges or trends to increase visibility
• Collaborating with other athletes or influencers for cross-promotion
• Using stories and live video features for real-time engagement
• Creating branded content that feels authentic to their personal brand

As the lines between personal content and sponsored posts continue to blur, athletes must navigate the complex world of disclosure regulations while still maintaining an authentic connection with their followers. Those who successfully balance these elements often find the most success in the modern endorsement landscape.

The Impact of Athlete Endorsements on Brand Perception

When companies choose to partner with athletes for endorsements, they’re not just hoping to boost sales – they’re also looking to shape public perception of their brand. The right athlete partnership can significantly influence how consumers view a product or company.

How do athlete endorsements affect brand perception?

• Transfer of positive attributes associated with the athlete to the brand
• Increased brand awareness and recall among target demographics
• Potential for emotional connection between consumers and the brand
• Association with athletic performance and healthy lifestyle (for relevant products)
• Risk of negative impact if the athlete becomes involved in controversy

Successful athlete endorsements can create lasting associations between a brand and positive qualities like excellence, determination, and success. However, companies must also be prepared to manage potential risks, as an athlete’s personal conduct can quickly impact public perception of associated brands.

Measuring the ROI of Athlete Endorsements

With the significant investments required for high-profile athlete partnerships, companies are increasingly focused on measuring the return on investment (ROI) of these endorsements. This has become more complex in the digital age, with multiple channels and metrics to consider.

What factors do companies consider when evaluating athlete endorsement ROI?

• Sales lift attributable to the endorsement campaign
• Increase in brand awareness and favorability metrics
• Social media engagement and earned media value
• Impact on customer acquisition and retention
• Long-term brand equity building

As measurement techniques become more sophisticated, companies are better able to tailor their athlete partnerships to specific marketing objectives and target audiences. This data-driven approach helps ensure that endorsement deals deliver tangible value beyond just star power.

The Future of Athlete Endorsements: Trends to Watch

As technology continues to evolve and consumer behaviors shift, the world of athlete endorsements is likely to see further changes in the coming years. Several emerging trends are worth keeping an eye on as we look to the future of sports marketing.

What are some key trends shaping the future of athlete endorsements?

• Increased use of virtual and augmented reality in campaigns
• Growing emphasis on athlete-driven content creation
• Rise of esports athletes as influential endorsers
• Greater focus on social causes and athlete activism
• Personalized and interactive experiences for fans

As technology opens up new possibilities for fan engagement and immersive experiences, athletes and brands will need to continuously innovate to stand out in a crowded marketplace. Those who can effectively leverage new tools while maintaining authentic connections with their audience are likely to find the most success in the evolving world of athlete endorsements.

The Role of Data and AI in Athlete Partnerships

Artificial intelligence and big data analytics are playing an increasingly important role in shaping athlete endorsement strategies. These technologies allow companies to more accurately target their campaigns, predict consumer behavior, and optimize their marketing spend.

How are data and AI transforming athlete endorsements?

• More precise matching of athletes to brand values and target demographics
• Real-time optimization of campaign performance across channels
• Predictive modeling to forecast endorsement impact and ROI
• Personalized content delivery based on individual consumer preferences
• Enhanced tracking of brand sentiment and reputation management

As these technologies become more sophisticated, we can expect to see even more targeted and effective athlete endorsement campaigns. However, it will be crucial for brands to balance data-driven decision-making with maintaining the human element that makes great sports marketing resonate with fans.

The Enduring Appeal of Athlete Endorsements

Despite the ever-changing landscape of marketing and media, athlete endorsements continue to hold a special place in advertising. The power of sports to inspire, unite, and entertain ensures that star athletes will remain valuable partners for brands looking to connect with consumers on an emotional level.

What factors contribute to the lasting appeal of athlete endorsements?

• Universal admiration for athletic achievement and excellence
• Ability of sports to transcend cultural and linguistic barriers
• Strong emotional connections between fans and their favorite athletes
• Aspirational nature of elite athletic performance
• Continuous cycle of new stars emerging in various sports

As long as sports continue to captivate global audiences, athletes will remain powerful influencers capable of shaping brand perceptions and driving consumer behavior. The specific tactics and technologies may evolve, but the fundamental appeal of associating products with athletic greatness is likely to endure for generations to come.

Balancing Tradition and Innovation in Athlete Marketing

As we look to the future of athlete endorsements, it’s clear that finding the right balance between traditional approaches and innovative new techniques will be crucial. While digital platforms and advanced technologies offer exciting possibilities, there’s still value in the tried-and-true methods that have made athlete commercials so memorable over the years.

How can brands effectively combine traditional and modern approaches to athlete endorsements?

• Reimagining classic commercial concepts for digital platforms
• Using technology to enhance storytelling and emotional connections
• Combining high-profile TV spots with ongoing social media engagement
• Leveraging nostalgia while appealing to younger demographics
• Creating integrated campaigns that span multiple channels and formats

The most successful athlete endorsements of the future will likely be those that can harness the best of both worlds – the broad reach and cultural impact of traditional advertising, combined with the personalization and interactivity made possible by new technologies. By embracing this hybrid approach, brands can ensure that their athlete partnerships continue to resonate with fans across generations and platforms.

10 of the Greatest Commercials Featuring Athletes | Bleacher Report

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As most sports fans can attest, we really do pay attention to the commercials that feature an athlete from pro sports, or even an athlete from our favorite team.  Athletes cross so many different styles now that they are not seen in only commercials, so some companies have reduced their use of athletes to hawk their products.  

This is a list of ten of the greatest commercials that have featured athletes.  However, there is no way that I could possibly rank them as the ten greatest.  That would be too difficult and then would create much banter and debate where a consensus winner could not be crowned.  

There are plenty of commercials out there, so feel free to leave your comments and ideas in the section below.  If possible, provide a link so that the fellow Bleacher Report readers can watch the commercial.  

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Nike and Gatorade put out so many commercials of Michael Jordan that it was tough to narrow down the choice, but I can still sing this song to this day.  I am not sure about anyone else, but it is something that inspired me to go out in my driveway and shoot some extra jumpers.

Gatorade did one in recent years where young Mike faces old Mike, and the fact that you were looking at two Jordans in the same commercial, then a third one from North Carolina, made it a really cool commercial, but it still did not top the above clip.

I do believe that Jordan carried the NBA during the 1990s and this commercial gave rise to the idea and the greatness of Michael Jordan.  Sure, he was a star long before this, but putting him in his own commercials elevated his status as one of the greatest athletes of all time.  

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This will be my last slide that has Michael Jordan in it, but I had to include it because of the other legend in the clip.  When this aired during the Super Bowl, it pretty much took on a life of its own.  Guys were quoting the lines “off the backboard, off the scoreboard” the next day at work.  

It is rare when two Hall of Famers film a commercial together, so having these two guys in the clip for McDonald’s made instant revenue for the golden arches.  

McDonald’s tried the recapture the magic with Lebron James and Dwight Howard, and while it was a good attempt, it was too computer generated and seemed our of place from the beginning.  The nod to Larry Bird at the end of the commercial did raise its credibility in my book.

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This one strikes right at the heart of the Yankees-Red Sox rivalry.  There is something about the way David Ortiz tries to persuade Wally that “it’s not what you think” that makes me giggle every time I watch this.  

I have said for years that the people behind the writing of the ESPN commercials are geniuses. They can take a basic idea of something and make it interesting by just putting an athlete here and there.  So many of their commercials over the years have been fantastic and I hope that they can continue to do more of them.    

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Sure, this isn’t a commercial for any one product, but rather Manning offering his advice to youngsters.  It is more of a Public Service Announcement that aired on Saturday Night Live, but it is stinking funny.  I like the fact that Peyton Manning is not afraid to make fun of himself in this or any of the other commercials that he has been in.

Best wishes to Manning on a speedy recovery.  The NFL is sure a lot more interesting when he plays.

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This is one of the classic commercials of all time.  There is not much that I really can say about this, so I am not going to try. The idea of a youngster offering his favorite player a drink of refreshing Coke makes this commercial timeless. I always think that you can tell how great a commercial is when the company tries to remake it, as Coke did just recently with Troy Polamalu, but tried to turn that in to more of a comedic commercial.

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One of the great things about Shaq is that he never took himself too seriously.  Even in the middle of a hotly contested game, the big fella could be seen laughing and joking around at the appropriate times. Many of you may have forgotten about this commercial like I did, but it is a fun commercial that becomes even better when you see all the words Shaq has created on the board.  

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People forget how athletic Deion Sanders really was and the kind of player that he turned out to be.  In terms of athletic ability, you could put Deion up there with Bo Jackson with the ability to succeed in two major sports.  

Prime got his recognition with his induction to the Hall of Fame this year, but I don’t think Cooperstown will ever call.  However, that should not stand in the way of us acknowledging the fact that Sanders was a special athlete.

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This is one leaves me at a loss of words.  It almost has that Saturday Night Live feel in which the actors mock a particular product or endorse a fictional product.  As I watched this, it was one of those that the music in the video will stay with you long after the commercial is over.  

Having the greatest hockey player ever in your commercial is economic gold to a country that adores hockey.  On the other hand, I can see why the Great One never got too many calls to be a company’s pitchman.

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A few months ago, I wrote an article explaining some of the things that I missed in baseball.  One of the slides was the “No Pepper” signs that were scattered behind home plate.  Most baseball fans know what pepper is, but to the average fan, they had no idea.  

The underlying message here is true.  Pepper is a great tradition in a great sport, so it is fun to see this commercial bringing that to the public.

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These Lil Penny commercials were a line of fantastic commercials and the fact that Chris Rock was involved makes them even better.  I don’t necessarily think too highly of Chris Rock all the time, but this is a role that he nails, when it sounds like he is complaining and talking trash to someone else.  

Building on the Griffey for President slide, this is one of the better ones that allows Rock just to keep talking throughout the whole thing.  It is almost as if we all have a friend that doesn’t shut up, and always has an opinion about something.  Props to Nike for developing these lines of commercials.

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Once again, this was not the ten greatest commercials, but ten that I think are worth watching again.  I know I have missed many of them over the years, so if you have one that you like, please let me know. Remember to provide a link so we all can enjoy your selection.

We Think These Are the Greatest Athlete Commercials of All Times

Looking way back to the 2015 NBA All-Star Game, and specifically when Gatorade saw it as the perfect opportunity to celebrate the sports drink’s 50th anniversary. That’s right, we’re talking about when the beverage company decided to re-air a digitally remastered version of their amazing “Be Like Mike”commercial.

According to a statement from Morgan Flatley, Gatorade’s chief marketing officer, at the time “The return of Gatorade’s iconic ‘Be Like Mike’ commercial during NBA All-Star Weekend is the perfect complement to our brand’s continued 50th anniversary celebration in 2015. What better way to celebrate our first athlete spokesman, Michael Jordan; the NBA, one of Gatorade’s longest tenured partners; and the national revival of one of MJ’s favorite Gatorade flavors, Citrus Cooler.”

This was, and is, is a super cool idea. Not only is the commercial a fun bit with an extremely catchy tune, but it’s absolutely timeless. We have to believe that whenever a brand decides to feature an athlete in one of their commercials, the hope is that it stirs the kind of buzz that this one did. With that in mind, here are the seven athlete commercials that we feel stood above the rest so far.

1. Lil’ Penny trash talks for Nike

Anfernee Hardaway was an absolute boss in the early 1990s when he played for the Orlando Magic. A 6-foot-7 guard with handle, hops, and athleticism. Not only was his nickname “Penny” pretty sweet, but he had some of the coolest shoes on the market. Nike took full advantage of this in 1994, when it started putting out the “Lil’ Penny” campaign, which featured a trash talking Penny puppet voiced by Chris Rock. This is the start of it all. And it’s hilarious.

2. Coca-Cola makes Mean Joe Greene smile

Pittsburgh Steeler Mean Joe Greene was such a scary and intimidating dude. However, this 1979 spot showed that all Mean Joe needed in order to crack a smile was a Coke from his biggest fan. This kid handed over the soda, and Mean Joe gave up his game jersey. It truly pulled at the heartstrings. Catch!

3. Charles Barkley is not a role model

Charles Barkley was one of the best and most physical power forwards to ever play the game of basketball. That’s what he was paid to do, and Nike let the world know this with their 1993 ad. Barkley is no role model, and he’s certainly not meant to raise your kids. Chuck is meant to dominate on the basketball court. And he did.

4. Bird and Jordan battle for a Big Mac

Nothing like a little friendly competition to get the juices flowing. And there are few athletes more competitive than Larry Bird and Michael Jordan. McDonald’s used this idea for their 1993 advertisement. Bird and Jordan battling it out in a shooting contest. There were plenty of absurd, impossible shots that hit nothing but net. First one to miss had to watch the other one eat a Big Mac. We’re lovin’ it.

5. Tiger Woods juggles a golf ball

This may be the end of the line for Tiger Woods, but when he first burst onto the scene, the world of golf had never witnessed anything like it. Tiger was power personified and skilled beyond anyone’s wildest imagination. Nike recognized a perfect spokesman when they saw one, and their 2007 commercial for the Nike Golf brand showed just how talented Woods truly was. All 23-year-old Tiger needed was a ball, a wedge, and his God-given natural ability. How he juggled this golf ball so effortlessly is beyond us. But the way he struck that drive at the end of the spot is pure magic.

6. Bo Knows

Bo Jackson may be the best athlete to ever walk the face of the earth. He played pro football. He played pro baseball. He did it all. Bo was the perfect man to represent the Nike cross-trainers that you could use for anything. So in 1989 they put out the “Bo Knows” campaign to show everyone that Jackson was plain good at everything. But of course, we already knew that.

7. Arnold Palmer is SportsCenter

Golf legend Arnold Palmer is so smooth. But the only thing smoother is probably the drink he made famous. A little bit of iced tea. A little bit of lemonade. Put ‘em together and enjoy your delicious Arnold Palmer. ESPN utilized this for one of their “This is SportsCenter” advertisements. The 2012 spot features Palmer in the network cafeteria, perfectly making his famous drink. Anchors Scott Van Pelt and Stuart Scott recognized how cool this was, as they stood there in awe. The only thing cooler than this has to be what Palmer did that same day. Check it out here.

Influence of Sports Stars in Advertising | Small Business

Professional athletes have an undeniable influence on the purchasing decisions of their fans. Supporters of a team will buy tickets, jerseys, T-shirts and other memorabilia and clothing featuring their favorite players. This influence can also spread to products outside the team structure, such as food, cars and clothes. The fan wants to adopt the aspects of the strong, fast, athletic player, and can become an excellent target market for an advertiser that uses such a player to endorse a product.

History of Sports Stars in Advertising

Before the widespread distribution of television, some of the earliest celebrity product endorsers were professional athletes. Babe Ruth endorsed Wheaties cereal while Hall of Famers Mel Ott and Carl Hubbell appeared in ads for Camel cigarettes. Though the years, sports stars continued to appear in commercials. Boxing champion Muhammad Ali promoted D-Con bug sprays, basketball legend Michael Jordan hawked Nike shoes, golfer Tiger Woods smiled in Buick ads and numerous retired athletes made a name in commercials for Miller Lite.

Sports Stars in Children’s Advertising

A report from The Hospital for Sick Children, a Toronto children’s hospital, showed that children in Canada watch up to 20,000 commercials per year. Children in the United States can see as many as 25,000 a year, according to Globalissues.org. Many of these commercials feature sports stars endorsing products ranging from sugary drinks to fast food. Children may consider the athlete’s endorsement to be a sign that eating and drinking these items will help them run, jump and throw as well as the athlete. Many parents’ groups and industry observers have raised concerns about this level of influence.

Problems with Sports Stars in Advertising

When an athlete wins a championship, breaks a record or takes home an Olympic gold medal, any product associated with that athlete gains instant visibility. However, when that athlete’s performance suffers or he becomes involved in a scandal, the products that the athlete endorses can also suffer. When Tiger Woods had his sex scandal in 2009, many of his sponsors dropped him as an endorser for fear that his negative image would reflect poorly on their products.

Effectiveness of Sports Stars in Advertising

The impact of sports stars on prospective customers can be both highly effective and extremely subjective. When an athlete endorses a product with which audiences associate him or her (e.g. Tiger Woods and golf clubs, Serena Williams and tennis equipment, Michael Phelps and swimwear), the customer is more likely to believe the endorser and to consider the product. However, an athlete’s endorsement of products outside his realm (e.g. David Beckham and Pepsi) can lack the believability needed to win over customers.

References

Resources

Writer Bio

Living in Houston, Gerald Hanks has been a writer since 2008. He has contributed to several special-interest national publications. Before starting his writing career, Gerald was a web programmer and database developer for 12 years.

The 35 greatest sports commercials of all time, ranked

It feels like we’re in the golden age of sports commercials, doesn’t it?

Seemingly every week, brands and ad-makers find a way to use big names to hawk their products while catching eyeballs with biting, topical humor or incredible Hollywood-film-like scenes.

So it’s about time we ranked the best commercials involving athlete in history — feel free to reach out and tell us what we missed.

35. Rory vs. Tiger

A fun game of “can you top this?”

34. Tecmo Bo

An instant classic when it debuted earlier this year.

33. Grandmama!

Larry Johnson played his own grandmother for Converse and it was delightful.

32. Stanley Cup handshakes

Just beautiful.

31. Discount Double Check

You might find the ads on the annoying side, but State Farm was smart — you can’t see Rodgers’ championship belt celebration and not call it a “discount doublecheck.”

30. LeBron and Kobe puppets

Technically, LeBron James and Kobe Bryant aren’t in it. But their hilarious puppet likenesses are.

29. Nicklas Backstrom has a splinter

Simple and effective.

28. Tom Brady and Uggs

A great campaign: Focusing on Brady and what he’s doing while he’s suspended in 2016.

27. Thank You, Mom

C’mon, you cried. Admit it.

26. Coors Light press conferences

These always got a chuckle.

25. The Cage

Remember when I said Hollywood? Here you go.

24. Y2K

We could do an entire list of This is SportsCenter commercials (which we might!) but this one is so good, it deserves to be on here.

23. Gheorghe Muresan cologne

“You want to smell like me?”

22. Tiger’s back

Kind of summed it all up for every non-Tiger golfer, didn’t it?

21. Any of the San Antonio Spurs HEB commercials

Whoever’s writing these deserves an award.

20. Michael Jordan vs. Michael Jordan

We know, it’s computers, but still: SO COOL.

19. Write the future

Less of a commercial, more like art.

18. Kobe conducts the haters

Bonus points for Paul Pierce and Phil Jackson singing.

17. Joga Bonito

Before the 2006 World Cup, these ads were all the rage. This one — featuring Brazil’s national team — is close to perfect.

16. Terry Tate, Office Linebacker

It counts! “Terry Tate” is played by Lester Speight, who played linebacker at Morgan State.

15. I am not a role model

They should use this at business schools.

14. Yogi-isms

Hey, there’s Jason Alexander! But the best thing is Yogi spouting Yogi-isms.

13. Bo knows

Also gets bonus points for being referenced by Tribe Called Quest in Scenario.

12. “All nude”

Hysterical and a little ironic, given that ESPN The Magazine later put out “The Body Issue.”

11. “Cut that meat!”

Peyton Manning can sell anything.

10. Arnold Palmer drinks an Arnold Palmer

Another winning This is SportsCenter spot.

9. I Feel Pretty

Like a big Broadway production with a great payoff.

8. Dan and Dave

Any kid growing up in the 1990s will tell you these commercials starring decathletes Dan O’Brien and Dave Johnson were everywhere before the 1992 Olympic Games. But it might have been a lesson to ad-makers: O’Brien failed to make it to Barcelona.

7. Tiger Woods juggles

The commercial is one of the greatest, and the story behind it is even better.

6. “Chicks Dig the Longball”

Kind of a relic of another era, isn’t it?

5. Mean Joe Greene

Arguably the most famous pre-Michael Jordan athlete commercial and with good reason.

4. Mars Blackmon

“It’s gotta be the shoes!” is a catchphrase that will never die.

3. Lil’ Penny

Chris Rock = MVP.

2. Larry vs. Michael

Yeah, it’s a commercial, but it captures the competitive spirit of two legends beautifully.

1. Be Like Mike

Why is it No. 1? Take Jordan, add a catchy jingle and an easy concept — we all wanna be like Mike — and there you have it.

The 5 Best Super Bowl Commercials Featuring Athletes |

The Big Game is great, but the commercials are the the talk of the town the next day. Here are the five best ever Super Bowl commercials featuring an athlete.

5. Deion Sanders – NFL Network

http://www.youtube.com/watch?v=P1M9aSWirOQ
“Leon Sandcastle” showed how one player can spark a buzz and can get the entire nation talking. The commercial shows how football is deeply embedded in many American’s lives and how it brings people from different walks of life together. Add in some humor and you’ve got an instant classic.

4. Michael Jordan – Gatorade

http://www.youtube.com/watch?v=vn4axtV4TRw

At age 39, Jordan takes on the 23 year old version of himself in this Gatorade commercial from Super Bowl XXXVII. Good thing MJ has his Gatorade because college Jordan wants the next shot.

3. Larry Bird & Michael Jordan – McDonald’s

We’re still not sure who ended up winning the Big Mac and fries. This classic Super Bowl XXVII commercial inspired LeBron James & Dwight Howard to create their own version for Super Bowl XLIV.

2. Derrick Coleman – Duracell

http://www.youtube.com/watch?v=u2HD57z4F8E

This commercial debuted in January of 2014, but it is expected to be broadcast during this year’s Super Bowl as well. Coleman’s perseverance is captured in this commercial as he became the first legally deaf offensive player to play in the NFL. The commercial is simply a great fit between an athlete and a product; one which will inspire viewers and will not be forgotten.

1. “Mean Joe” Greene – Coca-Cola

Technically this commercial aired during the 1979 MLB Playoffs, but it was such a huge hit that Coca-Cola aired it again during Super Bowl XIV in which Green’s Pittsburgh Steelers defeated the Los Angeles Rams. The commercial, which won both a Clio Award and a Cannes Gold Lion, reshaped Greene’s public persona and expanded his fan base. “I was suddenly approachable,” Greene recalled. “Little kids were no longer afraid of me and older people, both women and men, would come up and offer me a Coke,” added Greene. In 2009 Greene was finally presented a Clio Award for his participation in the commercial and in that same year, Coke Zero reprised the advertisement featuring current Steelers safety, Troy Polamalu.

It’s Your Turn

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Women in Sports Commercials/Advertisements — Female Athlete Movement

It is evident that one main problem surrounding women in sports is the lack of female athletes shown in sports media. From sports reports, to athletic commercials, to even the ratio of male games aired to female games aired, there is an absence of women in these sects of sports media. We can acknowledge this all we want, but it is not until we start spreading successful female stories and displaying women in sports media, that we will actually see change. We simply need to normalize viewing women in conjunction with sports — whether that means seeing them play sports or even seeing them in advertisements for sports equipment, brands, etc. Here are a few commercials and television advertisements that display female athletes that every young girl should see! Spread the word so the girls around the world can begin to normalize this phenomenon. 

These two Nike advertisements are more recent as they came out in 2019. They both are inspiring and show women competing in sports. Nike has come out with a series of commercials and advertisements that support female athletes, these are just two. 

https://youtu.be/whpJ19RJ4JY

https://youtu.be/IHcWPVbDArU

This Powerade commercial focuses on soccer player Crystal Dunn and has an empowering message at the end. This is definitely a less popular commercial of the ones shown but still sends an important message.

https://youtu.be/sY-EElTjD4A 

This Adidas commercial also came out in 2019 and has an inspiring message of supporting women in sports media. This commercial not only goes along with the theme of this blog post but also with the need for female representation in sports. 

https://youtu.be/gfag2c-8eGU 

The Always #LikeAGirl campaign was something that emerged in 2016. The most common commercial featured a variety of girls, ranging in ages, asking to do tasks, such as running, “like a girl”. Although this advertisement is less common, it is just as important.

https://youtu.be/Emawq64b0DU 

The Gatorade Commercial staring Abby Wambach has a different take than the other commercials shown. But the message is all the same. Check it out! 

https://youtu.be/Iwfa6s20OBM

We hope through this blog post you saw evidence of women in sports media and were able to share this with females in your community. For more follow us on instagram @femaleathletemovement where we post females seen in sports media on our story!

*Female Athlete Movement is in no way sponsored by any of these brands. We are sure there are other brands with commercials like these but these are simply ones we chose to highlight.

Psychological Effects of Fitness Advertising on Female Collegiate Athletes

While many fitness advertisers focus on the effects that exercise has on the physical appearance of the body, female collegiate athletes are more motivated by how their bodies perform than what their bodies look like (Heinecken, 2013). Advertisement #4 received the most negative responses of the advertisements shown during the focus group study. Although the fitness model was performing an abdominal exercise in the advertisement, participants felt that her facial expression, lack of clothing, and angle of the photograph all contributed to a “sexualized” image. One participant’s first impression was that the advertisement “seems to promote sex appeal more than the personal desire to better yourself.” Many found it hard to believe the model was really working out. Participants could not relate to the advertisement because most believed the model didn’t look like she was exercising. For example, the model’s hair in Advertisement #4 looked professionally done, while female athletes usually put their hair up during a workout. As one participant mentioned, “The ad was a little too ‘modely’ to seem athletic. I mean, who works out with their hair down?” Another participant said, “I feel like this ad isn’t for me.” She did not feel connected to the advertisement because she thought it was targeted more for men to admire than for women to admire. According to participants, the model looked strong and physically fit, but they also thought that it was impossible to achieve her body, making the advertisement unrealistic.

Print advertisements with a story resonated most with focus group participants. Advertisement #1 included copy that promotes positive body image by creating a relatable story of a runner who embraces her “Thunder Thighs.” Many participants appreciated the empowering message. For example, one of them wrote, “I love the athletic build and the message that goes with it. It really seems to promote stability in the body rather than minimizing space.” Although most participants reacted positively to Advertisement #1, some couldn’t relate to the ad.

“I like that it takes pride in something that is usually unwanted because everyone seems to strive for a thigh gap but this ad embraces larger thighs, which probably helps give girls confidence.”

“The ad tells a relatable story. I think it’s a little sassy, but it works with their goal.”

Feeling a disconnect between the athlete’s personal lives and the story told in Advertisement #1, the participants were not personally impacted by the message, although they acknowledged the probability that some women find the story relatable.

Advertisement #3, however, told a story that was relatable to female athletes and runners, specifically. They understood the woman’s struggles and the benefits that running provides physically and psychologically.

“I liked it a lot . . . . I thought it was unique because it related to me as a person . . . . It was interesting and very creative.”

“That was my favorite ad. I love running because I run when I’m stressed, so the ad relates to me.”

“I like this naturally because I’m a runner. It should motivate people to run and shows that benefits go further than physical ones.”

The focus group participants all had different views and perceptions of their own bodies. Some felt more content than the average person. One participant said, “I rely on my abilities as a runner to feel good about my body image.” Others expressed difficulty managing a positive body image as an athlete. Another participant responded, “I think because we’re so competitive . . . you’re going to be harder on yourself for your own self image. Athletes are more in tune with their bodies because you’re constantly comparing yourself to other athletes in your own sport.” Two track runners also described their conversations during practice: “Every day during warm up, we complain about our legs being too thick, our legs being too strong . . . . You want to be muscular, but at the same time you don’t want to look too thick.” Despite the various perceptions of self-image, the athletes all agreed that fitness advertising showed a lack of diversity in regard to body shape and size. The words “skinny,” “tiny” and “fit” were used to describe the kinds of bodies they saw in fitness advertisements. Participants also mentioned that athletes have so many different, successful body types, but only one type of body is portrayed in the media.

“Track has so many different body types within one team. You’ve got the distance girls, who are tiny, but you’ve also got the throwers who are so strong . . . . They don’t depict that in ads though.”

As runners, some participants received pressure from parents and coaches to look a certain way. One athlete described how her father’s perception was skewed by the media of what runners should look like and pressured her to look like a stereotypical athlete:

“A lot of what I hear from [sic] my sport is from my dad, who has definitely only been revealed to the sport through magazines such as ‘Runners World’ . . . . He has this concrete view of what a successful runner should be and should look like. I think the way media portrays us, it just really hammers it in him, and I still get that pressure from him.”

The focus group participants would rather see advertisements that show a variety of different body types in order to be inclusive to all athletes.

“I appreciate seeing different body types and the athletic looking person versus the stereotypical model when modeling athletic clothes.”

“It’d be cool to see an ad with a team showing all different body types. The muscular build, the smaller build . . . and they’re all successful. That’d be really cool.”

According to the study done by Grau, Roselli, and Taylor (2012), male athletes are portrayed far more frequently than female athletes in sport advertising. When prompted about fitness advertising, the female athlete participants in this study immediately thought of athletic men and were disappointed at the lack of female athletes shown in the media. To them, advertisements featuring men are not effective because those advertisements aren’t relatable; therefore, they ignore those types of advertisements. Participants also responded negatively to sexualized advertisements, believing that the sexualized and posed images of models were “unrealistic” and ineffective. These responses are in line with what Heinecken found in his study, where Division I athletes responded negatively to sexualized and glamorized images (2013).

That professional male athletes are seen more in advertising than professional female athletes, according to the analysis of Grau, Roselli and Taylor (2012), “may pose a potential problem with specific audiences, such as teens and fitness buffs, both of whom are not exposed to many female athlete endorsers in magazines” (p. 58). What they failed to discover is that a female athlete endorser is not enough to be resonating with another group of consumers, such as professional athletes. While featuring a female professional athlete is a step in the right direction, this study revealed that a realistic portrayal of the athlete is needed to appeal to female athletic consumers. For example, the Allyson Felix advertisement was not resonating with the female participants because she was posing like a regular model instead of what she’s known for, a heroic athlete, even though she is a professional track athlete.

To effectively evoke positive emotions from female collegiate athletes, an advertisement should tell a realistic story that is relatable to athletes. Female athletes lose focus on fitness advertisements that look posed or unnatural. They want to see a real athlete going through the same struggles and successes that they face every day. Achieving the “perfect” body is not a goal for a female Division I athlete. Her goal is to use her body to perform well in her sport, regardless of whether it looks physically appealing.

While it is important to show realistic body types, female collegiate athletes want to see athletes who are successful, regardless of their body shape and size. Based on the participants’ reactions to different fitness advertisements, this study also demonstrated that athletic ability is more important to athletes than physical appearance. Female athletes relate to stories that are about performance and benefits of exercise than stories about celebrating physical appearance, which is why they responded more positively to Advertisement #3 than Advertisement #1. Picturing a successful college team in an ad would not only promote athletic achievement, but it would also show the many different body types that can be successful in a sport.

While this study revealed some perceptions of fitness advertising on female collegiate athletes, more research needs to be conducted to further test the findings. The focus group, which consisted of 11 college females who competed in the same sport, is not large enough to make a generalization to all female collegiate athletes. Also, many external factors could influence their perceptions of advertisements, such as family life or levels of self-esteem. Further research could be conducted with female athletes from other sports or from diverse universities, using more variables, including participants’ self-esteem or family background.

This author would like to extend many thanks to Glenn Scott, associate professor of communications at Elon University, for his guidance, encouragement, and dedication to the study, without which the article could not have been published. The author also appreciates the help of the Elon University women’s cross country and track teams for their voluntary efforts and support throughout the research process.

Jenny Gallagher, Strategic Communications, Elon University

Bissell, K. L. (2004). Sports model/sports mind: the relationship between entertainment and sports media exposure, sports participation, and body image distortion in Division 1 female athletes. Mass Communication & Society, 7(4), 453-472.

Bissell, K., & Birchall, K. (2007). Playing like a girl: perceived influence of the media & parents and body self-esteem in adolescent female athletes. Conference Papers -International Communication Association.

Grau, S., Roselli, G., & Taylor, C. R. (2007). Where’s Tamika Catchings? A content analysis of female athlete endorsers in magazine advertisements. Journal of Current Issues & Research In Advertising (CTC Press), 29(1), 55-65

Heinecken, D. (2013). Fit for everything. Feminist Media Studies, 13(1), 29-45

Horne, J. (2006). Sport in consumer culture. New York, NY: Palgrave MacMillan.

Houlihan, B. (2003). Sport & Society: A Student Introduction. Thousand Oaks: Sage.

Jackson, S. J., & Andrews, D.L. (2005). Sport, Culture and Advertising: Identities, Commodities and the Politics of Representation. New York, NY: Routledge.

Jardine, A. (2014, September 04). Gisele Bundchen shows off some serious toughness for Under Armour. Ad Age. Retrieved from http://adage.com/article/creativity-news/gisele-bundchen-plays-tougharmour/ 294820/

Peetz, T. B. (2002). Sport heroes as product endorsers: The role of gender in the transfer of meaning process. Microform Publications Bulletin: Health, Physical Education and Recreation.Exercise and Sport Sciences, 15(2), 126. Retrieved from https://ezproxy.elon.edu/login?url=http://search.proquest. com/docview/18716190?accountid=10730

Rosenberry, J., & Vicker, L. A. (2009). Applied mass communication theory: A guide for media practitioners. Boston, MA: Pearson Education, Inc.

Smith, L. R. (2011, May 25). Shoot, score, strip? Media representations of female athletes and their impact on collegiate athletes. Paper presented at the annual meeting of the International Communication Association, TBA, Boston, MA Online. 2014-11-10 from http://citation.allacademic.com/meta/p490183_index.html

Media & Advertisements (5 minutes)

• What media channels do you use the most? (Social media, Internet, TV, magazines)
• Where do you see most advertisements? (billboards, commercials, magazines, commercials, athletic events, radio)

Sport Brands and Purchasing Power (15-20 minutes)

• What brands do you wear to work out in? Why?
• What are your favorite brands? Why? (Because of reputation or goods?)
• When you think of good advertisements, what companies come to mind? Explain and give an example.
• Think of an athletic advertisement you’ve seen recently. How did you feel about it? Why did it resonate with you?
• What company does a good job targeting athletes?
• In sport advertisements, do you see more males or females featured? Why do you think that is? Which would you rather see?
• What do you think of sport advertisements directed toward females?
• Gisele Bundchen is featured in one of Under Armours commercials (which we will view later in the session) and Nike recently hired Karlie Kloss as sponsor. Both are famous models and are not athletes. What do you think of these company’s decisions to hire them? Do these professional models inspire you to perform better or buy these brands?

Perception of Sport Advertisements (25-30 minutes)

For this exercise, I’m going to show four print advertisements and one commercial. I want you to write down your initial thoughts and feelings of each one. Write down anything that comes to mind: how you feel, what stands out, what you like, what you don’t like.

• (Go over each advertisement) What was the message of each campaign?
• Which was your favorite? Why?
• Which one was your least favorite? Why?
• Which one motivated you in your sport the most?
• Think about the clothes
• What do you think about the positions and clothes on each model? Similarities or differences in each ad?

Motivating Factors in Advertisements (10 minutes)

• What motivates you to do better in your sport? (Teammates, family, intrinsic rewards performing better)
• After seeing these ads and thinking back on past advertisements you’ve seen throughout the years, do you think these advertisements motivate you to perform better in your sport? Why or why not?
• Do you think sport advertisements are helpful or harmful to performance?
• What would you rather see in sport ads: celebrities, professional athletes, collegiate athletes, models, or no picture of a female at all?

Closing (5 minutes)

• We’ve come to the end of our discussion. Is there anything else that you would like to add before we end?
• Before we leave, we would love if you could go around and share what you believe was the most important topic discussed here.
• Thank you all so much for participating in this focus group. Your opinions will be very valuable to this research project on female collegiate athletes perceptions of sport advertisements.

Bissell, K. L. (2004). Sports model/sports mind: the relationship between entertainment and sports media exposure, sports participation, and body image distortion in Division 1 female athletes. Mass Communication & Society, 7(4), 453-472.

Bissell, K., & Birchall, K. (2007). Playing like a girl: perceived influence of the media & parents and body self-esteem in adolescent female athletes. Conference Papers -International Communication Association.

Grau, S., Roselli, G., & Taylor, C. R. (2007). Where’s Tamika Catchings? A content analysis of female athlete endorsers in magazine advertisements. Journal of Current Issues & Research In Advertising (CTC Press), 29(1), 55-65

Heinecken, D. (2013). Fit for everything. Feminist Media Studies, 13(1), 29-45

Horne, J. (2006). Sport in consumer culture. New York, NY: Palgrave MacMillan.

Houlihan, B. (2003). Sport & Society: A Student Introduction. Thousand Oaks: Sage.

Jackson, S. J., & Andrews, D.L. (2005). Sport, Culture and Advertising: Identities, Commodities and the Politics of Representation. New York, NY: Routledge.

Jardine, A. (2014, September 04). Gisele Bundchen shows off some serious toughness for Under Armour. Ad Age. Retrieved from http://adage.com/article/creativity-news/gisele-bundchen-plays-tougharmour/ 294820/

Peetz, T. B. (2002). Sport heroes as product endorsers: The role of gender in the transfer of meaning process. Microform Publications Bulletin: Health, Physical Education and Recreation.Exercise and Sport Sciences, 15(2), 126. Retrieved from https://ezproxy.elon.edu/login?url=http://search.proquest.com/docview/18716190?accountid=10730

Rosenberry, J., & Vicker, L. A. (2009). Applied mass communication theory: A guide for media practitioners. Boston, MA: Pearson Education, Inc.

Smith, L. R. (2011, May 25). Shoot, score, strip? Media representations of female athletes and their impact on collegiate athletes. Paper presented at the annual meeting of the International Communication Association, TBA, Boston, MA Online. 2014-11-10 from http://citation.allacademic.com/meta/p490183_index.html

Appendix A

Moderator Guide

Media & Advertisements (5 minutes)

• What media channels do you use the most? (Social media, Internet, TV, magazines)
• Where do you see most advertisements? (billboards, commercials, magazines, commercials, athletic events, radio)

Sport Brands and Purchasing Power (15-20 minutes)

• What brands do you wear to work out in? Why?
• What are your favorite brands? Why? (Because of reputation or goods?)
• When you think of good advertisements, what companies come to mind? Explain and give an example.
• Think of an athletic advertisement you’ve seen recently. How did you feel about it? Why did it resonate with you?
• What company does a good job targeting athletes?
• In sport advertisements, do you see more males or females featured? Why do you think that is? Which would you rather see?
• What do you think of sport advertisements directed toward females?
• Gisele Bundchen is featured in one of Under Armours commercials (which we will view later in the session) and Nike recently hired Karlie Kloss as sponsor. Both are famous models and are not athletes. What do you think of these company’s decisions to hire them? Do these professional models inspire you to perform better or buy these brands?

Perception of Sport Advertisements (25-30 minutes)

For this exercise, I’m going to show four print advertisements and one commercial. I want you to write down your initial thoughts and feelings of each one. Write down anything that comes to mind: how you feel, what stands out, what you like, what you don’t like.

• (Go over each advertisement) What was the message of each campaign?
• Which was your favorite? Why?
• Which one was your least favorite? Why?
• Which one motivated you in your sport the most?
• Think about the clothes
• What do you think about the positions and clothes on each model? Similarities or differences in each ad?

Motivating Factors in Advertisements (10 minutes)

• What motivates you to do better in your sport? (Teammates, family, intrinsic rewards performing better)
• After seeing these ads and thinking back on past advertisements you’ve seen throughout the years, do you think these advertisements motivate you to perform better in your sport? Why or why not?
• Do you think sport advertisements are helpful or harmful to performance?
• What would you rather see in sport ads: celebrities, professional athletes, collegiate athletes, models, or no picture of a female at all?

Closing (5 minutes)

• We’ve come to the end of our discussion. Is there anything else that you would like to add before we end?
• Before we leave, we would love if you could go around and share what you believe was the most important topic discussed here.
• Thank you all so much for participating in this focus group. Your opinions will be very valuable to this research project on female collegiate athletes perceptions of sport advertisements.

90,000 Sports advertising from brands / Ay! Tyriy

You may not be a fan of football or any other sports game. You may not watch any matches. But you can hardly avoid watching sports ads between shows and movies. Especially during world-class competitions!

Many of them are just good advertising. The part is interesting. And some of the videos are real masterpieces. However, see for yourself and decide!

Clothes

Any sport is associated with the unique equipment of athletes.Of course, for clothing manufacturers, this is a huge field of ideas and advertising experiments.

H&M: Horse Jumping

In the video, a show jumping rider from Sweden Malin Barjard-Jonsson overcomes obstacles in slow motion. It looks mesmerizing. The type of advertising where you are not poked with a product in your face, but unobtrusively told about it at the very end.

The perfect combination of audio and video

Everlast: boxing makes you bigger

Luxurious advertising, where social orientation clearly dominates over commercial.In it, the eminent manufacturer of sportswear clearly shows that boxing fosters not only physical endurance and strength, but also the spiritual qualities of a person. See for yourself, it’s very touching.

Genuine Demonstration of Power

Demix: sport where you are

A simple head-on advertising message: people in excellent physical shape, dressed in Demix products. It seems that Nike and Adidas are also manufacturers of sports things, but you want to wear their clothes and shoes, being not involved in sports (which is a sin to conceal).In the case of “Demix”, such thoughts do not arise.

People in sports and in “Demix”

Victoria’s Secret: American Football Super Cup

From the very first seconds of watching, you realize that sex is the best seller. And you also see a break in the template: American football, a brutal men’s game, girls play – and everything is like a match.

As you watch it, you realize that you won’t see the brand itself, but through the picture you recognize all the messages – wearing Victorias Secret underwear is comfortable and easy for you, you go to your goal, no matter what.You are the winner (all that remains is to get the same figure as their legendary angels).

I wanted to go to a football match

EA7: Sportswear

Tell me, do your clothes from Giorgio Armani somehow fit in with sports? I don’t have it, but there is a whole line from EA7 for athletes. No, you shouldn’t walk on the catwalk or to work in it, but, let’s say, on a run …

Sport should be fashionable in every sense!

Shoes

You may not play sports, but you should not refuse Nike or Adidas sneakers.It is very comfortable. And sporty, damn it!

Adidas & Sports

FIFA 2018 in Russia

The firm has gloriously prepared for the 2018 World Cup in Russia: in the video you will see the current players (Mohammed Salah and Lionel Messi) and the veterans of the game (Zenedine Zidane and David Beckham). Cheerful music is playing, some guys are rapping, people in “adidas” are playing football. Everything as we love.

When football is shown “tasty”

Boys recruit “yard” football teams

Just a masterpiece and high-budget (you take a look and understand why) advertising.It is perceived not as such, but as a small film, the dream of every boy who kicked a ball with friends in the yard.

Jose Lucky

Nike & Sports

Want It All Full Length

A boy mentally goes all the way from a street basketball player to an eminent player. Nike says bluntly, “Wish it all all the time.” You look and there is a desire to knock the orange ball on the floor.

You won in your head, you will win in life!

Nike – “motive”

Use good shoes.And – no matter how hard it is – you will come to the cherished finish. All the most important moments (torment on the faces of athletes and close-ups of Nike sneakers) are made in slow motion.

The same feeling when I regretted being in my boots now

Food

Sport becomes more spectacular when you watch it with a bottle of your favorite drink and crunch something: at home, in a bar with friends, at a match. Pepsi: FIFA World Cup Here the ball is not a ball, but a sphere with paint (in the trademark color of Pepsi, “of course”), which paints everything around in blue.Everyone is happy and happy, everyone drinks soda and plays football.

Pepsi: FIFA World Cup

Here the ball is not a ball, but a sphere with paint (the trademark color of Pepsi, “of course”), which paints everything around in blue. Everyone is happy and happy, everyone drinks soda and plays football.

Footol and soda!

Coca-Cola: 2016 Olympics

Eminent athletes and ordinary people: everyone drinks Cola with pleasure, everyone has a holiday (here they walk with Pepsi like twin brothers).And no one, mind you, worries about the figure, although this is not Zero!

When you are in a good mood and there is a reason – why not drink … “Cola”!

McDonald’s: 2018 FIFA World Cup

McDonald’s and sports, sports and McDonald’s … but what if you make a cool advertisement, and Dima needs to bring one player onto the field!

Going to a football match with the whole family is happiness

Budweiser: 2010 FIFA World Cup

A completely unique commercial, where in the battles for the victory of their team, the fans miraculously proved that beer is stronger than sex.

Insidious beer ruined the penalty

Lays: Messi and the football superfans

Mr. Messi shouldn’t worry (although no – judging by the 2018 World Cup, it’s still worth it) when he has such fans – and support, and chips with different tastes will crunch in a companionable way.

I’m going to the store in the evening for the Lace Crab

Carl’s Junior: Tex Mex Bacon Borderball

Honestly, I didn’t understand and didn’t want to understand what this video was about, but the topic of the article obliged me to figure out what burgers were being advertised.But at the same time, the rhyme-mishmash of “mex-tex-sex” sounded in my head. Let’s take a look at the lovely girls volleyball players!

Texas or Mexican – that is the question!

Nestle Fitness: Move Forward

A kind and motivating message from Nestlé – even people with congenital physical defects can successfully practice sports. When you look at this, you always get a little annoyed with yourself healthy, but without fitness.

Make way for progressive women!

Baltika-7: FIFA-2018

The video contains a whole series of videos that combine the love of beer and the general football euphoria of 2018.For you, rap rapper Vladi, footballer Alexander Kerzhakov, actor Alexander Petrov and the same girl from the video “about louboutins” are reading for you.

Support from the people is most needed

Tbau Athletic: sports drink

I have never seen this drink on sale, now I will know that there is one. Fencers, wrestlers and footballers pass on their experience to the younger generation and drink water.

Join the champion team

Snickers: 2014 FIFA World Cup

Snickers is always good at advertising.We were pleased here too – anyone, even a very fat troll, just needs to eat a famous bar with peanuts, and he is already an exemplary football fan and owner of valuable prizes.

He’s so impudent. Eat Snickers

BSN: Connor McGregor Sports Nutrition

A healthy life message from the legendary MMA fighter is not to rely on talent, but to work long and hard, taking the right sports nutrition. Probably the same thing, but with even greater zeal, was done by Khabib Nurmagomedov.

Work Hard. Eat BSN

Cellular operators

Sport, he, like Nokia, is connecting people. This is what mobile providers prove.

Beeline: football in Kazakhstan

Kazakh women are equally good at playing football and using mobile Internet from Beeline. It is not necessary to know Kazakh tili to understand the essence of the video.

It’s fun and creative

Megafon: “Watch football on Megafon.TV “

Vlady from “Kasta” raps not only about “Baltic 7”, but also about “Megafon”. The essence of the video is – watch football on your smartphone for free. And only in the case of football players, kind (!) Stanislav Cherchesov encourages his ward to go play, not watch.

Watch football!

Banks

The connection between sports and money is obvious. It remains to organize it correctly.

Raiffeisen Bank: 2016 Ice Hockey World Championship

The company strongly associates its advertising with the responsibility that both players and fans have in hockey.The slogan “we invest in those who are used to giving all the best” is gorgeous.

Great example of sports advertising: a bundle of hockey and financial services

Tinkoff Bank: bike races

Cycling races of athletes in the corporate “Tinko” color to match the hit from the Queen Bicycle Race group. The honesty of advertising is added by the fact that the owner of the bank – Oleg Tinkov – owns the Tinkoff cycling team, which takes part in international competitions.

Bicycles and bank.What unites them?

Bank Otkritie: hockey player Alexander Ovechkin

Good humor and our charismatic hockey player Alexander Ovechkin make this sports ad memorable among others. P.S. Hockey players are smart!

There is always a place for “Discovery” in life!

Miscellaneous

Now you will see that any manufacturer with a grain of imagination and an advertising budget makes a memorable sports ad.

Rolex

: Wimbledon

The brand relied on a historic moment and showed in the video how tennis developed.You subconsciously understand that this is not only a beautiful watch, but also reliable. And what else can you expect from a Swiss watch?

Clock as a symbol of the connection of times

Samsung: “Watch football in a new quality”

From the first two seconds, you realize that now there will be something unusual. The company plays on perfectionism in football – for both players and fans. Even before the end, it becomes clear – we are talking about a new TV model with prohibitive (for what time!) Quality.

The year before last I wanted to watch football as a fan of the champion team!

Head & Shoulders and Yuri Dud: “More Cool Heads”

The shampoo manufacturer and the number one Russian interviewer promise us beautiful, well-groomed hair and victories. Well, almost everything succeeded. P.S. The slogan is great, a real find, a bunch of shampoo and football!

Yuri will wash

YouDo: curling

The service for the search for performers has so competently integrated the product into advertising that you look and think about curling, which functionally coincides with cleaning.An excellent example – I personally remember it for a long time!

How to find a cleaning master

Durex: The HIV Hockey Generation

Social sports advertising that brings the company and hockey players together in the fight against HIV. Like … um … a fan I can say that the price of a product greatly influences this very struggle.

If this method helps to protect against HIV – let it be!

Rexona Football 2019

The intense almost 20 seconds of watching the video will make it clear that the footballers using Rixon do not know fatigue and go ahead.

“Commentator” voiceover adds charm

What is the most pleasant thing?

In sports – unpredictability. In sports marketing and advertising, there is an endless stream of ideas. If you combine them, you get very interesting combinations.

Write in the comments what kind of advertising about sports did you like, that you were in no hurry to switch it over, but watched it over and over again?

90,000 Sports Ads Manipulate You – Look At Me

The sheer artificiality of this image becomes even more apparent when you look at another campaign for the same brand in 1995.At that time, Jordan was planning to leave Nike, and the brand found itself in a quandary: the other top Nike athlete at the time was baseball player Ken Griffey, a Mariners hitter who had recently survived a wrist injury. The coach assumed that after three months of treatment, Griffy would return to the team, but Ken decided to take a long vacation.

Phil Knight, co-founder of Nike, recalls: “We just lost Jordan, and it was so easy to get rid of our anchor athlete [in Ken’s face] was simply unacceptable.So I called him and said, “Ken, you don’t want to play baseball, and we can accept that. Just tell me what you want to do. ” He laughed and said, “How about the presidential campaign?” Hell, and I thought, why not have some fun. It was a good year before the elections, and we could do a lot of preparation: print all these stickers and all that. Have a good time”.

Thus began the great presidential race of Ken Griffey, hitter of the Mariners baseball team, one of the most popular players of 1995 – and the athlete of Nike, who supported him in his quest for the presidency of the United States.The Griffey In ‘96 campaign is the “president’s army” of the baseball world. Campaign manager – George Clinton, candidate requirements in the spirit of “Training in parks with multiple balls is prohibited”, 25-year-old Ken does not meet the age limit of 90,019 (the candidate must be at least 35), attraction of the campaign runner in charge of Bill’s campaign Clinton, – all of this worked to inflate the absurd image of the “sportsman-politician” who went off the rails. “Instead of comics, he began to type a whole bunch of books by Chomsky, Vidal, political treatises.I didn’t know what to think, ”recalls Darren Bragg, the Mariners left fielder.

The campaign ran over several months, leaving behind a bunch of bumper stickers, some awesome videos and a visual guide to improving your public image. Compared to the 1996 Griffey, even the rap Joaquin Phoenix sounds like a very low-key conservative.

“Vote for Griffy”

In this campaign, W + K demonstrated how you can go beyond the sports industry and, using the original data of an athlete, turn him into a controversial public figure who is nevertheless colic laughing.

During the cooperation between W + K and Nike, the agency / company has not only managed to show athletes in the moment of extreme weakness, openness or frustration, but to develop a whole set of characters assigned to sponsored athletes. Active TV advertising in the 90s, which allowed it to broadcast its image without relying on feedback, allowed Nike to acquire an impressive catalog of true superheroes.

90,000 10 athletes who earned the most from advertising. Photo | News

Maria Sharapova

Advertising contracts – $ 24 million

The only Russian woman is a permanent member of the Forbes global ranking of world celebrities.Over the past five years, the tennis player’s portfolio of advertising contracts has grown by one and a half times – from $ 14.9 million to $ 24 million. Fans of her talent even came up with a fictional plot of a commercial with her. Maria puts on the Lady Speed ​​Stick, puts on her Nike jersey and starts the game. Then he calls SonyEricsson by phone and asks the interlocutor: “Have you bought a Canon camera?” Then, looking at the TAG Heuer watch, runs away.

Today, the athlete has advertising contracts with such global brands as Canon, Prince, Tiffany, TAG Heuer and Land Rover.But Sharapova has the largest advertising contract with Nike: in January she signed a new, 8-year contract with this manufacturer of sports equipment for $ 70 million. The amount of prize money earned by the tennis player on the court, on the contrary, has only been reduced in the last five years. This year’s performances brought Sharapova about $ 1 million, while five years ago – about $ 3.3 million.

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Alexander Ovechkin

Advertising contracts – $ 3 million

The Russian hockey prodigy is doing great in the North American Hockey League.In January 2008, Ovechkin signed a 13-year contract with the Washington Capitals for $ 124 million, becoming the first hockey player in NHL history to enter into an agreement for more than $ 100 million.

A charming Russian with a gap-toothed smile is slowly settling into an advertising Olympus. Ovechkin has contracts with hockey uniform manufacturers CCM (his own clothing line) and Elite Hockey, with one of the largest haircutting chains in the United States, Hair Cuttery, in April 2009 signed a contract with Energizer Canada Inc., became the face of the NHL 2K10 computer game.In the fall of 2009, the hockey player became a client of the IMG sports agency, which, in particular, was looking for advertisers for Sharapova.

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Andrey Arshavin

Advertising contracts – $ 2.1 million

One of the best Russian footballers, a key player of the national team, in 2009 Andrei Arshavin moved from Zenit St. Petersburg to Arsenal London.The amount of the transfer was $ 24 million. In the advertising market, companies are not yet ready to pay comparable money for using the image of a football player.

Last year Arshavin signed the largest contract with Pepsi: a football player painted with multi-colored paints showed his tongue from bottle labels, urging him to watch the upcoming World Cup. According to expert estimates, the sum of payments to Arshavin was at least $ 1.5 million. In addition to soda water, the athlete took part in advertising campaigns for sports equipment manufacturer Nike, plastic windows KBE, North-West Telecom and the poker portal PokerStars.net.

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Elena Isinbaeva

Advertising contracts – $ 2 million

Olympic champion in 2008, who set 27 world records in pole vaulting and continues to stamp them, Isinbayeva could not but get into the field of view of advertisers. In 2009, the athlete signed a record-breaking contract for track and field athletes with the Chinese sportswear manufacturer Li Ning.Under the terms of the agreement, Isinbayeva will receive $ 1.5 million for five years. The pole vaulter advertises not only equipment: in the spring of 2010, a video was released on Russian television screens with Isinbayeva praising Lady Speed ​​Stick deodorant.

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Evgeny Plushenko

Advertising contracts – $ 700,000 90,080

Olympic champion in 2006, three-time world champion and six-time European champion in men’s singles skating.At the last Olympics in Vancouver, devastating for the Russian team, Plushenko won the silver medal and declared biased refereeing. In the field of advertising contracts, the athlete has achieved great success. Plushenko’s latest achievement is a two-year contract with cosmetics manufacturer Oriflame for about € 1 million.

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Igor Akinfeev

Advertising Contracts – $ 300,000

The goalkeeper of CSKA Moscow and the Russian national team, five-time winner of the Lev Yashin Goalkeeper of the Year prize, in 2009 became one of the five best goalkeepers in the world according to the International Federation of Football History and Statistics (IFFHS).In the field of advertising contracts, Akinfeev also showed a good grip. The goalkeeper has an agreement with Adidas and has also appeared with his teammates in commercials for Hyundai cars.

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Fedor Emelianenko

Advertising Contracts – $ 300,000

Multiple world champion in mixed martial arts, four times world champion in combat sambo.Fedor Emelianenko began performing at mixed martial arts tournaments in 2000. The athlete is also a co-owner of M1 Global, a mixed martial arts company. This sport is poorly represented on Russian television, Emelianenko receives advertising contracts mainly abroad. For example, he advertises Snickers chocolate bars on Korean television, and last summer he signed a contract with major computer games manufacturer EA Games to use his image in EA Sports MMA.

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Nikolay Valuev

Advertising Contracts – $ 250,000 90,080

Former world heavyweight boxing champion of the World Boxing Association (WBA). In the fall of 2009, Valuev lost the title to Briton David Haye. But the external data of one of the largest boxers in history (Valuev’s height is 213 cm, and his weight is about 150 kg) is a good bait for advertisers.True, Valuev’s popularity has recently fallen due to rare performances, so that his image is in demand mainly in his native St. Petersburg. The boxer advertises here flooring, plastic windows and laptops.

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Sergey Semak

Advertising Contracts – $ 200,000

The captain of the Russian national team, midfielder of Rubin Kazan, Sergei Semak, this spring claimed from billboards and television screens that he was completely confident in himself, as Rexona Men deodorant “will never let you down.”The footballer can also be found on the cover of EA SPORTS ‘FIFA 11 game. Like many football players, Semak also took part in car advertising. In the TV commercials, the athlete described the advantages of the Hyundai Santa Fe SUV.

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Andrey Kirilenko

Advertising Contracts – $ 100,000

One of the highest paid Russian athletes: Andrei Kirilenko earns more than $ 15 million at the American basketball club Utah Jazz.The athlete’s success in the advertising field is much more modest. His last notable contract was with Nike to launch a line of athletic shoes bearing the AK 47 logo, a nickname that stuck to Kirilenko in the NBA.

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90,000 Celebrity Athletes Success Stories in adidas Ads

Sportswear brand adidas has unveiled the sequel to the Sport 15 global ad campaign, created by new brand partner, 72andSunny.In the new advertisement, six star athletes of our time immediately turned to novice footballers and urged them not to imitate their idols, but to go their own way.

Argentine footballer Lionel Messi, Welsh footballer Gareth Bale, Colombian footballer James Rodriguez, German footballers Mesut Ozil and Thomas Muller, as well as Spanish basketball player, NBA champion Ricky Rubio took part in the video. Each of the advertising heroes is a recognized athlete who has conquered a sports Olympus more than once in his career.It was on their shoulders that the responsibility fell to play the role of idols for a million boys.

But legendary athletes are in no hurry to teach novice athletes, they are sure that everyone has their own path to success and in no case should they imitate their idols. “You should not blindly follow the example of your idols, but go your own way, critically assessing those who traditionally define the rules,” the authors of the project assure.

“In the new video, advertisers have succinctly and clearly outlined the main brand formula, which is relevant for any sport and encourages athletes to think differently: they can draw inspiration from the achievements of other athletes, but they must go their own way,” said Eric Liedtke , member of the Board of Directors responsible for adidas global brands.

adidas selected a new creative partner this March. Previously, the brand collaborated with agency 180LA, which launched a large-scale advertising campaign Sport 15. 72andSunny agency will continue the work of colleagues. It should be noted that the creative agency for the adidas Originals brand is the agency Johannes Leonardo, the media placement of the brand is carried out by the agency Carat.

Five Most Creative Sports Advertising | Publications

Adidas today released a video on the importance of being creative to the athlete.AdIndex recalls five more ads perceived as short film

Premiere
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Adidas is on TV tonight during halftime NFL season 1
American Football League.

1. Michael Jordan, Larry Bird in advertising
McDonald’s

23 years ago, advertising agency Leo Burnett shot a video in
which two legendary basketball players (possibly the best ever) played
into a game called horse. Its meaning is that each of the participants must
repeat hitting the ring after another.Two basketball icons made
countless attempts, no one wanted to give in to anyone, and all because
that they played Big Mac and French fries. Why did the struggle heat up to
limit.

2. Michael Jordan in advertising
Gatorade

Jordan became so legendary also because
starred in countless commercials. One of the most famous –
Be like Mike of Gatorade. In the video, two Jordans are competing with each other,
who ultimately takes up is unknown.In the final scene, the third enters the floor.
Jordan, which ends the video. Difficult negotiations with
the basketball player himself: there was a rivalry between Gatorade and another brand –
Coca-Cola. As a result, Gatorade paid Jordan $ 1.4 million a year, and the contract was
calculated for a period of ten years. Coca-Cola offered a 5-year contract for
a much smaller amount. Gatorade was right, advertising has become a classic.

3. Football stars in advertising Pepsi

In 2004, CLM & BBDO collected for advertising
Pepsi’s best footballers at the time, including David Beckham,
Brazilians Roberto Carlos and Ronaldinho, Francesco Totti and others.All of them
ended up in the scenery of the Middle Ages, but instead of a deadly battle
warriors play football. It all ends with a real happy ending: after hitting with
the penalty lock on the chest in which the Pepsi cans were kept fell to the general
to the jubilation of the common people.

4. Participants of the football world championship in
ad Nike

Wieden + Kennedy withdrew before the 2010 World Cup
video Write the future. As usual, the video includes all relevant to that
moment star footballers.Each action of this or that player makes
think about the consequences. For example, English player Wayne Rooney for
for half a minute introduces himself first as a lawnmower, and then at a reception at
queen. Director Alejandro Gonzalez took part in the creation of the video
Iñarritu, and therefore advertising is more like a feature film.

5. Football players of the Russian championship before
new season

In the summer of 2013, before the start of the new season in the Russian
football, the agency Saatchi & Saatchi released a video dedicated to the beginning
championship.The customer was Liga-TV, which had the rights to
exclusive television broadcast of the tournament. The video featured players and
head coaches (among them – the head coach of the Russian national team at the European Championship
this year Leonid Slutsky), as well as football journalists and commentators.
The highlight of the video was a bus that drove across the field, from which potential
subscribers of the channel watched the football spectacle in every detail. The same
the field on which he moved – the lawn of the Arena Khimki – at the beginning of the season
looked depressing, which is why many, of course, not seriously, accused the advertisement
Match-TV.

The best sports advertising – PEOPLETALK

These commercials evoke positive emotions in us and remind us of important events in the world of sports. Perhaps this is the only advertisement that does not cause irritation. Some of them are real masterpieces featuring famous athletes from all over the world! We invite you to remember the best of the best. Watch and enjoy!

Adidas – Jose, 2006

Main characters: English footballer David Beckham (39), midfielder of São Paulo and Brazilian national team Kaka (32), midfielder of Manchester City Frank Lampard (36), French footballer (42) and many others.

Nike – Winner Remains, 2014

Main characters: Real Madrid and Portugal striker Cristiano Ronaldo (30), Bayern München and Germany midfielder Mario Götze (22), Barcelona and Brazil striker Neimar (23), Juventus and Italy midfielder Andrea Pirlo (35) and many others.

Nike – Write the Future, 2010

Main characters: Chelsea striker Didier Drogba (36), Italian footballer Fabio Cannavaro (41), Manchester United and England striker Wayne Rooney (29), midfielder Bayern München Franck Ribery (31) striker Querétaro Ronaldinho (34), striker Real Madrid and Portugal national team Cristiano Ronaldo (30).The video received the Grand Prix at the 2011 Cannes Lions Advertising Festival.

Airline advertising campaign

Qatar – Qatar Airways and FCB, 2013

The main characters: Barcelona players Gerard Pique (28), Neymar (23), Andres Iniesta (30) (Lionel Messi 27) and others.

Nike – Just Do It – PLAY RUSSIAN, 2013

Main characters: Washington forward Capitals Alexander Ovechkin (29) , Dynamo football club forward and Russian national team Alexander Kokorin (23) and others.

Turkish Airlines – Legends on Board, 2012

The main characters are basketball player of the Los Angeles Lakers Kobe Bryant (36) and striker of Barcelona and Argentina national team Lionel Messi (27).

PEPSI – for the World Cup, 2010

The main characters: French footballer Thierry Henry (37), Barcelona and Argentina striker Lionel Messi (27), midfielder São Paulo and Brazilian national team Kaka ( 32), Manchester City midfielder Frank Lampard (36) and others.

Nike – My time is now, 2012

Main characters: Real Madrid and Portugal striker Cristiano Ronaldo (30), midfielder Franck Ribery (31), Arsenal and England striker Danny Welbeck (24), head coach Bayern München Josep Guardiola (44) and many others.

Turkish Airlines – Red devils, 2011

Main characters: current and retired Manchester United footballers: English footballer Paul Scholes (44), Manchester United and England striker Wayne Rooney (29) and others.

PEPSI – Beckham’s Off Day, 1999

Main character: English footballer David Beckham (39).

Nike – Take It To The Next Level, 2008

The video was shot by British filmmaker Guy Ritchie (46). The main characters: Manchester United and England striker Wayne Rooney (29), Real Madrid and Portugal striker Cristiano Ronaldo (30), Italian footballer Marco Materazzi (41).

Brahma beer brand – Corrida, 2006

Main character: Brazilian footballer Ronaldo (38).

Nike – Mercurial Vapor VIII, 2012

The main characters are Real Madrid and Portugal national team striker Cristiano Ronaldo (30) and tennis player Rafael Nadal (28).

Sports equipment HEAD, 2012

The main characters are tennis players Maria Sharapova (27) and Novak Djokovic (27).

Nike Football: Risk Everything, 2014

Main characters: Real Madrid and Portugal striker Cristiano Ronaldo (30), Manchester United and England striker Wayne Rooney (29), Barcelona and Brazil striker Neymar (23).

Nike – Stickman, 2007

The main characters: Querétaro striker Ronaldinho (34) and the drawn man.

Emirates, 2014

The main characters are the Brazilian footballer Pele (74) and the striker of Real Madrid and the Portuguese national team Cristiano Ronaldo (30).

Adidas, 2011

The main characters are Barcelona and Argentina striker Lionel Messi (27), Chicago Bulls basketball player Derrick Rose (26), English footballer David Beckham (39).

Turkish Airlines, 2013

Main characters: Los Angeles Lakers basketball player Kobe Bryant (36) and Barcelona and Argentina national team striker Lionel Messi (27).

Nike – The Cage, 2010

Main characters: French footballers Eric Cantona (48) and Patrick Vieira (38), Brazilian footballer Roberto Carlos (41), Portuguese Luis Figo (42) and many others.

Nike, 2012

The protagonist: Liverpool and Italy striker Mario Balotelli (24).

Nike – Airport football, 1998

Main characters: Brazilian footballers Ronaldo (38), Roberto Carlos (41), Romario (49) and others.

Nike – The Baddest, 2014

Main character: Oklahoma City Thunder basketball player Kevin Durant (28).

Nike, 2013

The protagonist: Washington Capitals forward Alexander Ovechkin (29).

Social advertising about sports | 2social

There are several directions in the sports theme. The first is the promotion of physical activity – one of the components of a healthy lifestyle. The second concerns the potential of sport as an occupation that becomes an alternative to criminal behavior, drugs, alcohol, etc.e. Another “subspecies” of such a social network is the so-called motivating videos and posters. In them, sports activity is considered as a way to overcome their own complexes, increase self-esteem, achieve psychological stability and harmony.

We hope you are not tired of the long introduction. Let’s start our review with the popular 2015 social campaign “This girl can”. Videos with plump, but energetic and charming girls were liked by netizens. “Sweating like a pig, feeling like a fox” is an example of a motivating social network that calls for breaking patterns and stereotypes.

Social advertising about sports appears frequently in Third World countries. No wonder, because for many adolescents from these countries, professional sports are a chance to escape poverty. The project from Right to Play is called “We are who we become”. Each video in the cycle is a story about overcoming difficulties. For example, the hero of the Luvo project at one time struggled with drug addiction. In social advertising, a guy (a professional athlete, long jumper) symbolically “jumps” over this difficult stage in his life.

General video about the program We are who we become.

All materials are available at: http://www.wearewhowebecome.com Creative Agency —Wieden + Kennedy.

Another strong social network from Right to Play reminds that in many countries minors are involved in adult “games”. “Give Children a Chance to Be Children” poster was created in 2007 by DDB agency (Sydney, Australia).

Change the world through football.This is the slogan of StreetFootballWorld. This video highlights the mission and the work of its activists. Read more about the activities at http://www.streetfootballworld.org/

In 2006, Barcelona’s players took to the pitch wearing UNICEF T-shirts, when the club and the organization signed a five-year contract.

“Barça’s toughest game is just beginning.” Social advertising for UNICEF and FC Barcelona was developed by Contrapunto.

The 2009 Canadian ad campaign from KidSport was run under the slogan “Sports Skills – Life Skills”. The ad creators approached this idea with humor, but presented quite compelling videos. And although children were the main target audience, ironic messages can also “hook” adults, who recognize themselves as “losers” from the video.

British PSA 2013 from the Sported project.Three identical photographs on the poster are commented on with different text: “2011. Caught stealing a car. 2012. Midday Run. 2013. Works in the kitchen in a restaurant. ”

“Sport can change everything. Help us put young people on the right track through sports. ” Social advertising from advertising agency McCann (London).

Perhaps the most optimistic videos and posters about sports and physical activity come up with bicycle activists.Many such examples of advertising have appeared on our site only recently, but first, let’s present earlier campaigns. 2010, campaign from People for Bikes. The release of social media was timed to coincide with the week when Americans were urged to give up cars and bike to work.

People for Bikes also strives to create better conditions for cyclists.

Argentine Social Advertising 2014.Great posters commenting on the positive effects of cycling on health and self-esteem. For example, the heart becomes so strong that only love can break it. In addition, a cyclist can show everyone his beautiful legs and get all problems out of his head without burdening other parts of the body with them.

Advertising Agency – La Comunidad.

And this is a fresh example of “cycling social”. “Hop on” from Cycling Canada. More prints and details here.

In the review, we did not touch on several topics that indirectly relate to sports.