Though the 2020 Tokyo Summer Olympics have been plagued by uncertainty due to COVID-19 and controversy, brands are still banking on the excitement of the Games. Here we take a look at how companies—official sponsors or not—are tapping into Olympic fever.
This year, Allianz began its eight-year tenure as worldwide insurance partner of the Olympic and Paralympic movements. It tapped BBDO for a campaign to convey its message of giving “confidence” to consumers—with the help of dogs. It focuses on the emotional and mental aspect of athletes’ health and depicts how dogs have brought support to two skateboarders, Brazil’s Leticia Bufoni, who qualified for this year’s Olympics, and Dashawn Jordan, who just missed making the U.S. team. On social, the campaign will feature Australian track and field Paralympian Vanessa Low, who trained with her own dog to combat loneliness.