Brands need more than trophy athletes to be memorable

Once the International Olympic Committee (IOC) announced that non-sponsors could feature Olympics competitors in their advertising, deploying athletes became a popular means of attaching a brand to the hype surrounding the Games. However, with sponsorship deals getting pricier, marketers may well question the need for an ad full of famous ambassadors. 
To see how viewers responded to athletes in Olympic advertising, Neuro-Insight analysed four popular ads from the Games: from Gillette, Visa