Commonwealth Games 2018: how advertisers are using serious stories and humour to build support for athletes

  • Advertising
  • April 10, 2018
  • StopPress Team
Commonwealth Games 2018: how advertisers are using serious stories and humour to build support for athletes

With the Commonwealth Games having started on the sunny Goldcoast, ads are popping up from brands to give the stories behind the athletes and encourage New Zealanders to support the team.

New Zealand is currently sitting at fourth on the medal table with 23 medals - eight golds, nine silvers and six bronze. 

Toyota New Zealand has used a well-known face for its ad - Olympic, Commonwealth and world champion shot putter Dame Valerie Adams. She speaks about her journey from being born in Rotorua, to how her late mother taught her impossible is possible, and how she wants to inspire her own daughter, while images are shown of her training and spending time with her family. Toyota is a worldwide sponsor of the games. 

ANZ New Zealand is the major sponsors of the New Zealand Commonwealth Games Team. For its spot, it brings in top New Zealand racing driver Chelsea Herbert to literally support the team on the Goldcoast as a team driver from picking up shoes for shot putter Tom Walsh (who, by the way, smashed the Commonwealth Games shot put record with his first throw).

Even though Herbert may not be able to drive at the normal speeds she's used to (cue a laugh) it's nice to see the support and help, even if it's something as little as a pair of shoes. 

While Pak'nSave isn't listed as a sponsor or commercial partner of the games, it's getting behind the team with an injection of humour and Stickman. It's shared a wee video on its social channels showing Stickman fencing with a sausage on a stick, and another post encouraging people to support New Zealand, with Stickman hiding behind kiwifruit while proudly waving the New Zealand flag.

  • Please send through any Commonwealth Games ads we may have missed. 

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