Today marks the first day of competition for the 23rd Olympic Winter Games, which is taking place in PyeongChang, South Korea. While many of us will be tuning in to witness what is likely to be a thrilling series of competitions, I’ll be tuning in to torture myself with the absolutely gut wrenching ads that play between every game. The Olympics seem to bring out the best in every American, including the creatives on Madison Avenue, who churn out heartwarming and inspirational content every time the games take place. Here are some of the best spots from years past.
5. P&G’s “Thank You Mom”
Every year, P&G creates an ad that celebrates mothers, and that features the ways they have helped nurture and grow incredible talents (and possible future Olympic medalists). This is one of my favorite spots from them, shown during the 2014 Winter Games.
4. Hershey’s “Hello from Home”
Chocolate is an incredibly comforting treat for so many people, and for athletes, it can often give them a taste of a home they haven’t seen in months. This ad, made with U.S. Paralympian Mallory Weggemann, shows the moment when she gets a care package that’s more than just a few Hershey’s chocolate bars.
3. Nike’s “Unlimited You”
Nike is the king of hype. Every time I watch one of their commercials I want to put on some sneakers, run out of the office and become an Olympian. This ad will help inspire you the next time you feel like slacking and not going to the gym after work.
2. Samsung’s “The Chant”
How do you inspire an Olympian who is far from the people that love them the most? How do you help them stay confident when they’re in a stadium full of people who don’t understand them, know them or know where they’re from? You try to capture that spirit of community in a different way.
1. Toyota’s “Good Odds”
The odds of winning a Paralympic gold medal are almost 1 billion to 1. But every year, a handful of individuals are able to crush those odds and take home gold during the Paralympics. Lauren Woolstencroft, an 8-time Olympic gold medalist, is featured in this spot, and she proves that nothing is impossible, even when the odds aren’t in your favor.