Alibaba Salutes the Spirit of Sports in Latest Olympics Campaign titled ‘The Greatness of Small’

Powerful content which makes a lasting impression is the perfect recipe for a successful ad. As the worldwide partner for the Olympic Games, Alibaba did something similar.

Alibaba group | The Greatness of Small | Olympics
Image Source: Getty Images

Alibaba has today become one of the most known names in the e-commerce and retailing market. If you run a small business and you have not heard of Alibaba.com yet, now might be a good time to get yourself acquainted with them. The company has emerged as a unique combination of eBay, Amazon, and PayPal, allowing global customers to shop online at one of their two powerful websites.

Their campaign titled ‘The Greatness of Small’ talks about how the company is not your average e-retailer but about how it is changing the dynamics by uplifting and giving a platform to various small businesses. From there, it expands the horizon to include how one person can impact lives, how one country can achieve greatness and how one dream can affect billions. With a strong voiceover, it narrates the story to show sports as a medium of its involvement with ‘small’ businesses by taking insights from ice hockey, boxers and even marathon runners.

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This Olympic campaign marks the beginning of corporate ads released by Alibaba outside China. The ads curated by BBDO China will air in select countries including the US, the UK and Japan and will be seen on all major digital platforms namely YouTube, Facebook, Instagram, Twitter and LinkedIn. Chief Marketing Officer Chris Tung confirmed in an interview that it is the first time that Alibaba has launched a global branding campaign which isn’t focused on a single business unit but rather is a representation of the parent company as a whole.

At the first glance, the ad resembles a Nike spot with strong narration and powerful sports visuals. But slowly it fits into a unique mould and you realize they are beautifully explaining the company’s objective of pushing small and medium-sized businesses. The script is easy to relate to and the background score is victorious and enthralling. In all, the spot does justice to the campaign and leaves you feeling good about the work Alibaba is doing all over the world.

This Ad Campaign is related to:
Alibaba, BBDO, digital, Sports, Olympics, The Greatness of Small, Olympic Games, small businesses, Chris Tung, Digital film, China, Advertising Agency, brand campaign, Olympic Winter Games Pyeongchang 2018, Alibaba Group


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