Emotional Advertising: What if short-span advertising isn't always the answer?

Simone Biles — a four-time Olympic gold medalist, returned to compete in the 2024 Olympic Games in Paris France. This year, Biles will reappeared after withdrawing from the 2021 Tokyo Olympics to address the mental health challenges she was facing. As a survivor of sexual trauma and abuse, she was left with a seemingly unexplainable magnitude. Biles is a role model and leader to many, as she shares her journey as both an Olympic Gold Medalist and a mental health advocate.

Pause is Power

Since Biles' athletic reappearance, she has garnered admiration from not only her fans but also reputable brands like Powerade. After visiting Cola Cola's Company's headquarters with the National Millennial and Gen Z Community, and having the chance to meet with the Director of Global Content and Strategy, I began to reconsider the power of emotional advertising. During this discussion, the community delved into the logic and ethos behind this campaign through critical discussion. This advertising approach demonstrates Biles's journey of relearning trust.

Emotional Advertising

Consumers are not as oblivious to direct advertising as they may have been before. However, it has already been several months since I visited Atlanta and I still cannot help to think about the impact of, "The Vault" Powerade commercial. Everyone faces their struggles. This advertisement showcases Biles' performing her vault routine, unable to complete it due to the cluttering thoughts that spiraled through her mind. While some may be experiencing struggles at different magnitudes, I believe anyone can find a heartfelt moment of motivation through Biles' story. As someone who spends most of their free time in the CrossFit community in a competitive landscape, this was a good reminder that sports isn't always about winning or being the best.

Both physical and emotional rest are important. Sometimes taking a step back can help you to come back stronger than before. "Powerade partners are all athletes and have shown they're taking a pause is not an act of weakness, but rather a powerful undertaking, that helps you go even further."

Product Association

One question that left the NMGZ conversation curious was how Powerade was advertised in the commercial and was recognized through indirect advertising. This commercial exemplified how subtle advertising creates a cognitive association of the experience to the product designed to resonate with the target audience. Unlike the fast-paced and upbeat ads typically associated with the Olympics, this one took the time to connect with its audience and appeal through emotion and personal growth.

Gen Z is known for a short attention span, especially regarding advertisements. However, 85% of the participants claimed this advertisement resonates with them in some way, shape, or form. This advertisement proves that short-span advertisements aren't always the answer. Advertisements that appeal to both logic and emotion can have a stronger impact through association.

While consumers are discerning, I now find myself associating Simone Biles with Powerade. Not because of its magical endurance or energetic properties, but for the story it unfolds, and my ability to connect with it.

(Olivia Dolley penned this article before the 2024 Summer Olympics. The NMGZ Community believes it is still an important topic to review.)

Olivia is a senior at Grand Valley State University studying Advertising and Public Relations with minors in Adventure Tourism and Economics. She has been a member of the National Gen Z Community for the past two years. Currently, she serves as the GVPRSSA VP of Programming, Account Associate for GrandPR, and VP of Public Relations for GVSU Strength Club (CrossFit and Powerlifting). She also is a member of the WMPRSA DEI Committee. Olivia is passionate about addressing inequality gaps and creating equitable opportunities for everyone.

Olivia has experience running a freelance self-run photography business. Currently, Olivia is interning at Irwin Seating Company in their marketing and communications department. Ideally, Olivia would like to work in a market research or strategy role for sustainability in the automotive industry.

In her free time, she enjoys CrossFit, nutrition, and outdoor adventure.