This Commercial Showcases Ralph Lauren's Olympic Apparel
Katherine Pendrill — August 3, 2016 — Special
References: adage
In an effort to showcase its Olympic apparel, Ralph Lauren released its first television commercial in the past eight years. While the clothing retailer has outfitted Team USA during the opening and closing ceremonies since 2008, Ralph Lauren has largely limited its campaigns to print and digital formats. Now the brand is turning to television to boost awareness for its Olympic apparel.
The new TV ad is a 30-second spot that stars popular Olympians such as beach volleyball player April Ross, swimmer Ryan Lochte and freestyle wrestler Jordan Burroughs. The ad is highly patriotic with images of the US flag and past Olympic medals interspersed with scenes of the athletes pushing themselves to win the gold.
With TV viewership up during the Olympics, the ad presents a perfect opportunity for Ralph Lauren to reach a greater number of consumers.
The new TV ad is a 30-second spot that stars popular Olympians such as beach volleyball player April Ross, swimmer Ryan Lochte and freestyle wrestler Jordan Burroughs. The ad is highly patriotic with images of the US flag and past Olympic medals interspersed with scenes of the athletes pushing themselves to win the gold.
With TV viewership up during the Olympics, the ad presents a perfect opportunity for Ralph Lauren to reach a greater number of consumers.
Trend Themes
1. Increased TV Viewership - Ralph Lauren can take advantage of the higher TV viewership during the Olympics to reach a larger audience.
2. Athlete Endorsements - By featuring popular Olympians in their TV ad, Ralph Lauren can leverage athlete endorsements to attract consumer attention and boost brand awareness.
3. Patriotic Advertising - The patriotic theme in Ralph Lauren's TV ad taps into national pride, creating an opportunity to connect emotionally with consumers and strengthen brand loyalty.
Industry Implications
1. Apparel and Fashion - The TV ad campaign highlights opportunities for disruptive innovation in the apparel and fashion industry, particularly in leveraging celebrity endorsements to drive sales.
2. Broadcast Media - The increased TV viewership during the Olympics presents a valuable opportunity for disruptive innovation in the broadcast media industry, encouraging advertisers to explore new ad formats and targeting strategies.
3. Sporting Goods - The Olympic-themed TV ad by Ralph Lauren showcases the potential for disruptive innovation in the sporting goods industry, signaling the importance of branding and endorsement in attracting consumers.
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