From the heart-pounding victories of Olympians to the quiet serenity of a sunset, Corona Cero’s initiative transcends borders, celebrating both the grandeur of the Games and the everyday triumphs that shape our lives. This groundbreaking campaign is set to launch across 40+ markets, featuring a compelling mix of cinematic films, engaging social media narratives, and captivating outdoor experiences.

Marcel Marcondes, AB InBev Global Chief Marketing Officer, underscored the brand’s vision: “Corona Cero is not just about a beverage; it’s about a lifestyle that champions moderation, relaxation, and the joy of celebration. We’re thrilled to bring this ethos to the global stage of the Olympics.”

Crafted in partnership with esteemed creative agency Grey and directed by acclaimed filmmaker Henry-Alex Rubin, the campaign promises to captivate audiences with its poignant portrayal of human connection and resilience. Anne-Sophie Voumard of the International Olympic Committee praised the initiative, emphasizing its role in promoting sportsmanship and moderation worldwide.

Central to Corona Cero’s appeal is its iconic clear bottle and renowned lime ritual, which enhance the sensory experience of each golden moment. As the campaign unfolds, consumers of legal drinking age can expect to discover new dimensions of celebration and relaxation, redefining how we perceive both the Olympics and life’s everyday victories.

“Golden moments are not just witnessed; they are lived,” remarked Gabriel Schmitt, Global Chief Creative Officer at Grey. “Corona Cero’s campaign aims to ignite a global movement of celebration and connection, honoring the spirit of the Olympics in every moment.”

With a rich legacy steeped in centuries of brewing excellence, AB InBev continues to champion the transformative power of sport through responsible marketing and innovation. As the world tunes in to celebrate the pinnacle of athletic achievement, Corona Cero invites us all to savor life’s golden moments, from the podium to our own backyards.

As the curtain rises on this groundbreaking campaign, Corona Cero emerges not just as a sponsor, but as a beacon of celebration and connection in a world hungry for unity and joy. Join us as we raise a toast to the Olympic spirit and the limitless potential of every golden moment.

Credits
Global Grey & Townhouse contributors:
Gabriel Schmitt, Global Chief Creative Officer
⁠Diego Medvedocky, Global Creative Partner
Angelo Maia, Group Creative Director
Andre Bittar, Group Creative Director
Manuel Castillo, Associate Creative Director
Enrique Torguet, Associate Creative Director
Raig Adolfo, Global Head of Strategy
Romina Perrone, Head of Strategy/Global Projects
Mercedes Campos, EVP, Global Account Director
Riley Morris, Senior Account Executive/Global Projects
James McPherson, Chief Production Officer
Joe Maggiore, Executive Producer
Jake Sharkey, Integrated Producer/Global Projects

This campaign is about:
Corona Cero Olympics, Olympic Games, Paralympic Games, AB InBev, Sports marketing, Beer Ads, Alcohol Campaign, Corona Beer, Sport, Athlete, AB InBev, Corona Non-alcoholic

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.

Alibaba Olympic Ad: To the Greatness of Small

Alibaba Olympic Ad: Kenya Ice Hockey Team Dreams Big

Alibaba Olympic Ad: The Rower

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

As the official television broadcaster in India, Star Sports brought the game alive and the Rio 2016 Olympic Games was bigger than ever before with an unprecedented 191 mn* viewers tuning in to watch the games. Two out of every three viewers tuned in to watch the mega event on the Star Sports network, thus re-establishing its credentials as one of the leading sports networks in India capable of delivering national impact across geographies and demographics.

Hotstar, the exclusive digital streaming partner in India for the Rio 2016 Olympic Games, on the other hand, which provided round the clock coverage of the games with 14 live streams for sports fans, established new online records. The digital platform attracted nearly 70 percent of the reach of television in affluent homes in the top 6 metros. The platform delivered an incremental reach of almost 10 million viewers in India with viewers streaming almost an hour of the Games during the two weeks, propelling Olympics into the top brackets of sporting events covered online.

The standout highlight of the tournament was when India came together to watch the thrilling badminton women’s singles final between PV Sindhu and Spain’s Carolina Marin. The grueling encounter garnered 17.2mn impressions*, making it the highest viewed TV programme on that day. It was also the highest rated non-cricket game on any Sports network since the inception of BARC. On Hotstar, more than 5 million viewers tuned in to watch the match live, unprecedented for any event outside of international cricket.

Nitin Kukreja, CEO, Star Sports said, “For us, it is a matter of pride that Star Sports is the destination network for multi sports consumption in the country. Our endeavour to build a multi sports ecosystem is being rewarded with audience interest and attention not just in cricket but even in other sports. We expect this to further gather momentum with the 2016 Kabaddi World Cup in Ahmedabad, the forthcoming season of the Indian Super League and the home cricket season for team India. Catering to the ever growing demands of the Television viewers and new-age digital sports fans, Star India’s unprecedented reach made the Rio 2016 Olympic Games the most epic sporting event in the history of viewing sports in India.”

Ajit Mohan, CEO, Hotstar says, “As the world celebrated its sports champions, Hotstar enabled an experience that was unprecedented for sports fans not just in India but anywhere in the world: free access to almost every single moment of the Olympics fans with big moments being curated and showcased on the platform round the clock. Olympics allowed us to showcase our mission of building India’s most exciting content destination on demand.”

Star Sports had given unprecedented coverage to the Olympics with multiple channels devoted to Olympics broadcast. Further, it launched a highly appreciated campaign #IsseBadaKuchNahi focused on the stature of the Olympics as well as the medal prospects from India.

Star Sports, which has some of the most premier sporting properties in its portfolio, has been assiduously creating a multi-sport ecosystem in India. In 2016, from the ICC World T20 to Seasons 3 & 4 of Pro Kabaddi to the recently concluded Olympics, new benchmarks have been set with each of these events delivering in excess of 175 million* audiences at an all India level (Source: BARC). Further in the year ahead, Star Sports has an enviable multi-sport calendar coming up, consisting of 2016 Kabaddi World Cup in Ahmedabad, the international cricket season at home for team India and the Indian Super League.

Hotstar, having already established itself as the premier digital sports destination in India, offered the widest possible coverage of all 42 sports with over 3000 hours of live coverage on the web, and 14+ streams running on the app all day. Its communication was focused on the massive choice it offered sports fans, with access to every moment of the Olympics and the convenience of watching live games or catching up on big performances any time of the day.
* Source: BARC, CS 4+ Urban

About Star Sports:

Home to a number of leading domestic and International sports, the Star Sports network with ten channels broadcasts premier sporting events which include cricket coverage under the purview of the International Cricket Council (ICC), Board of Control for Cricket in India (BCCI), Cricket Australia, England & Wales Cricket Board (ECB) and Asian Cricket Council (ACC); Pro Kabaddi; Tamil Nadu Premier League (TNPL); the Hero Indian Super League (ISL), Premier League, Bundesliga; Badminton World Federation (BWF) events, Premier Badminton League (PBL); Hockey India League (HIL); Formula 1; Wimbledon, The French Open and International Premier Tennis League.

About Hotstar:

Hotstar is India’s largest premium streaming platform offering more than 85,000 hours of drama and movies in 8 languages, and coverage of every major global sporting event. Launched in February 2015, it has been downloaded by more than 72 million users and has attracted followers on the back of a highly evolved video streaming technology and high attention to quality of experience across devices and platforms.
Soon after its launch, Hotstar raced on to become one of the fastest adopted new apps anywhere in the world. Hotstar offers most of its content free of cost and recently introduced a pay wall that provides some of the most popular international TV series and films for a monthly subscription fee of Rs. 199.

“Jis desh ki ragon mein khoon se zyada cricket daudta hai
Wahan kuch ansune ankahe irrade bhi daudte hain,khamoshi se.
Ansune anjaane par kisi se kum nahin”

These beautiful opening lines from the ‘Made of Bold’ video, narrated by Virat Kohli and written by Sonal Dabral, give a perspective on the behind-the-scenes challenges of Indian athletes, who strive for success against all odds in a country that primarily worships cricket. They don’t have packed stadiums with screaming fans, but they still give it their all, every single day not for a tour, not for a tournament but for 4 years at a stretch and against all odds. Only because they are ‘made of bold’.

“Every successful athlete has a journey made up of a bold spirit, grit and mental strength. I took up cricket at an early age and today it has given me people’s love and respect. There are champions in the country who have taken up sports other than cricket but the fact is that their commitment and sacrifices are not known to many. They silently endure the test of times in their sporting journey putting a lot at stake and unafraid of consequences. They are indeed “Made of Bold”. This video is an attempt to give everyone a glimpse into the never-say-die spirit of these athletes.” says Indian star cricketer, Virat Kohli.

Subroto Geed, Sr. VP – Marketing at United Spirits said, “Virat is a supreme and world class athlete. The “Made of Bold” film from Royal Challenge Sports Drink is about Virat, the athlete, paying tribute to the countless other athletes of India for making a bold choice of their sport and pursuing it despite all the odds. It brings to life the brand’s purpose of inspiring the spirit of taking on life through one’s bold choices”.

Watch Saina in a never seen before hard-hitting performance to win over those who did not believe in her!
In life, there are many moments that challenge our limits and push us to achieve more. The choice is either to rise up to the challenge and face the inevitable heat, dirt and hurt or hold back for the fear of failing. Savlon inspires you to take that challenge #Savlon #PerformancePower

Athletes including Claressa Shields, Carlos Balderas and Ibtihaj Muhammad announce their labels of “poor,” “immigrant” and “Muslim” while they stand proudly in their Team USA gear. Professional tennis player Serena Williams stands defiantly and announces that the only label that should matter is “Olympian.”

U.S. Olympic Games TV Spot

Ibtihaj Muhammad

“Muslim. Black. Girl.” These labels aren’t limitations for U.S. Olympian Ibtihaj Muhammad. She’s worked her entire life to combat stereotypes and define herself.

Morghan King

“Too old. Too small. Too strong.” These are labels that U.S. Olympian Morghan King has been given, and she loves being strong.

Carlos Balderas

“Immigrant. Thug.” These aren’t limitations for U.S. Olympian Carlos Balderas. He uses negative labels as motivation to get where he is today.

Carlin Isles

“Foster kid. Too small. Never gonna make it.” These labels don’t define U.S. Olympian Carlin Isles because he’s comfortable being different.

Cullen Jones

“Don’t let anyone ever stop you. A different background shouldn’t stop you from being the best that you can be.” Labels aren’t limitations for U.S. Olympian Cullen Jones.

Claressa Shields

“Too young. Too tough. Too much muscle” These aren’t limitations for U.S. Olympian Claressa Shields. You can never have too much muscle, and you can never be too tough.

Serena Williams

No one can define you, no one can put a label on you, you can defy anything that anyone says. Labels aren’t limitations for U.S. Olympian Serena Williams.

Jake Gibb

“Old. Not good enough. Done.” These aren’t limitations for U.S. Olympian Jake Gibb. He owned his labels and now he’s a three-time Olympian and two-time cancer survivor.

Credits
Website: miniusa
Advertising Agency: Butler, Shine, Stern & Partners, San Francisco, USA
Chief Creative Officer: John Butler
Creative Director: Mark Krajan
Senior Art Director: Sinan Dagli
Senior Copywriter: Luke Zehner
Senior Producer: Lori Pisani
Head of Integrated Production: Adrienne Cummins
Account Director: Danny Peters
Account Supervisor: Michelle Finelli
Production Company: Alldayeveryday
Director: Matt Baron
Executive Producer / Partner: Arrow Kruse
Executive Producer: Oscar Thomas
Head of Production: Nicola Westermann
Producer: Zein Zubi
Editorial Company: Cut & Run
Editor / TV: Pete Koob
Editors: Christopher Kasper, Andy Berner
Music Company: One Union
Music: Joaby Deal
Color Grading Company: Apache
Color Grading: Shane Reed
Finish: Jogger

As nations gather for the Rio 2016 Olympic Games, Samsung celebrates this moment of harmony through ‘The Anthem’. Inspired by lyrics from anthems around the world, ‘The Anthem’ salutes those who dare to defy barriers such as borders, culture, and language to unite as one.
#DoWhatYouCant

He is the first Indian to win a medal at the World University Games. Inderjeet Singh is strong and determined. Your loud cheers can only make him stronger and go for glory even harder at Rio 2016.
Let’s all come together and cheer the loudest for Inderjeet Singh and the entire Indian Olympic Contingent #NamakKeWaastey

Shout for Babita Kumari at Rio 2016 #NamakKeWaastey

She’s the daughter of the Mahavir Singh Phogat. Her family is an inspiration to each and every Indian. She’s is proud to represent India at Rio 2016, the greatest sporting event of the world.
It’s our turn to shout out loud to support Babita Kumari and the entire Indian Olympic Contingent #NamakKeWaastey

Support Shiva Thapa at Rio 2016 #NamakKeWaastey

He became the youngest athlete to represent India at the 2012 Olympics. This time, he’s ready to come back stronger and fight for the country once again at Rio 2016.
Nothing can motivate an Olympian better than his/her own country coming out in numbers to showcase support.
It’s time to be loud and be heard. Let’s support Shiva Thapa and the entire Indian Olympic Contingent #NamakKeWaastey

Credits
Brand: Gillette
Advertising Agency: Grey, New York, USA
Chief Creative Officer: Andreas Dahlqvist
Executive Creative Directors: Jeff Stamp, Leonard Savage
Senior Creative Directors: Asan Aslam, Noah Will
Project Director: Hank Romero, Kelsey Longo
Director of Broadcast: Bennett McCarroll
Head of Integrated Production: James McPherson
Producer: Katy Hill
Music Supervisor: Zachary Pollakoff
Director: Karim Huu Do
Director of Photography: Daniel Bouquet
Editors: Gary Knight, Stacy Peterson
Sound Engineer: Phil Loeb
Executive Producer: Josh Kessler
Account Directors: Brian Weston, Elizabeth Gilchrist, Irina Gilbertson
Account Supervisors: Katie Stirn, Suzi Jump
Senior Account Executive: John Nelson
Assistant Account Executive: Wesley Roman

Published:

Rio 2016