As a current ‘Creative Advertising’ student at university, I’m absolutely obsessed with advertising campaigns (as you’d probably hope, or that's a waste of a LOT of money…). With a summer of sport from the Paris Olympics, to the beginning of the leagues we know and love (some more than less, Derby fans…) advertising agencies had a fantastic muse to work with.

So, let’s kick off and see what hit the back of the net this year

In this heart-warmingly emotional campaign, Powerade focuses on the online and sport sensation Simone Biles, an 11-time Olympic medal winning gymnast. This piece sends an empowering message that taking a break, a moment, a breath - is necessary. The idea that taking a moment to recharge is celebrated and encouraged, which is a motivating comment for young audiences battling their own personal journey through sport. Publicis Worldwide say, “Our aim is to raise awareness to all humans, not just professional athletes, that pausing is not losing, it’s actually winning”.

This exciting campaign focuses on the competitive nature and thrill that comes within sport. Wieden+Kennedy present a fun and upbeat perspective on how immersive games can get - I almost want to order some football boots watching this (last time I tried playing, I couldn't do more than a single keepie-uppie… my PSG start won’t be anytime soon…)

This advert shows how watching sport can inspire and entertain audiences, allowing them to immerse themselves in on the action, by playing too. Therefore, placing Prime in a position to support the needs of those wishing to join in. for the sake of the neighbours, I won't be doing that... but I love the ad though.

And finally, a personal favourite campaign…

Focusing on a heavy topic surrounding the devastating outcome of climate change, Impero successfully encapsulated how the world overlooks the reality that we struggle to see. Impero, a London advertising agency, released a moving and emotional advert that cleverly compares a sports commentator’s phrases regarding the sport we all watch - to the devastation and hardship that is happening alongside these games, yet, on the other side of the world.

A friend of mine, Beatriz, insightfully used the Olympics motif “Citius, Altius, Fortius”, which translates from Latin to, “Faster, Stronger, Higher”. This was then used to resemble how the world’s disasters are following these strengthening patterns.

I absolutely love this piece, and strongly recommend you keep an eye out on Impero’s future work.

With a thrilling summer of games from the Olympics, our screens were blessed with equally thrilling campaigns. I can’t wait to see what comes out next!