“We are very proud to support the Brazilian Olympic Committee and CPB for the second time in a row at the world's biggest sporting event. In this Olympics cycle, we brought a strong and exciting campaign, which highlighted the best of our Brazilianness and showed that Havaianas is the official uniform of all Brazilians, whether they are by blood or heart.”
Maria Fernanda Albuquerque
Global VP of Marketing, Havaianas
One of the biggest stars of the 2024 Olympics was Brazil’s Rebeca Andrade. The superstar gymnast took home four medals – including the women’s floor gymnastics gold – and also made headlines for her friendly rivalry with the USA’s Simone Biles. The shot of Biles acknowledging Andrade’s gold with a was one of the most iconic pictures of the Paris games.
Andrade is a superhero in her homeland, and so she’s a natural pick for a Brazilian brand wanting to show their support for the team. That’s why she plays a starring role in this ad by footwear brand Havaianas. Havaianas is the official sponsor of the Brazilian Olympic Committee and the official footwear of Team Brazil. The country’s athletes wore a special edition of their classic flip-flop, with the Brazilian flag on the strap, at the Paris Opening Ceremony, and the ad shows one shoe’s journey from the factory to Rebeca Andrade’s feet.
We see dancers, drivers and domino players passing the shoe along before a Paralympics athlete takes it all the way to the gymnast, who delivers an inspiring message. As a spokesperson for Havaianas since the end of the Games in 2021, Andrade talks about the happiness she feels about the brand, which was a favorite even before she became its official partner. That happiness is what Havaianas is celebrating in this upbeat ad, developed by agency DOJO, which is demonstrating the relaxed, joyful, light-hearted ways Brazilians love to approach life.
We found plenty of that happiness and positivity in the Test Your Ad results for Havaianas’ ad too. The commercial scores 5.0-Stars, putting it in the top category of commercials. Only 2.7% of Brazilian TV ads reach the 5-Star level, which indicates exceptional potential for an ad to drive share gain for its brand. The ad also beats the average on the two other metrics we measure on Test Your Ad. It got a strong Spike Rating, indicating short-term potential sales gain, and it scored an Exceptional Brand Fluency rating, showing that the ad is linked extremely strongly to Havaianas’ brand.
And while it was made in advance of Rebeca Andrade winning her four medals, we can reveal that Havaianas’ ad has won a medal of its own. Amongst every ad in every country we tested for these Olympics, Havaianas won Silver – the second best Olympic ad in any country. A testimony to the joy with which DOJO and the brand approached their work.
"We are very proud of the results achieved with the Test Your Ad research. Not only did we score exceptionally well in the measured metrics, but we also reached the podium with a campaign for one of the world's most commercially significant and coveted sporting events. Being named the second-best commercial of the 2024 Olympics rewards the meticulous work our agency teams have been developing, from research and idea development to collaboration with our medal-worthy client. The Havaianas brand, beloved by Brazilians and beyond, truly represented us in this campaign, as demonstrated by the overwhelmingly positive responses and the emotional connection viewers felt with the ad, culminating in the iconic image of the Brazilian sandals against the backdrop of the Eiffel Tower."
Rodrigo Toledo
Founder & COO, DOJO
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