Hershey’s “The Real Gold” has been named as the most emotionally engaging ad of the 2026 Winter Games.
That’s according to new data from creative intelligence platform DAIVID, which found the chocolate brand’s first major ad campaign since 2018 generated the strongest positive emotional response of any ad linked with the 2026 Milano Cortina Olympics/ Paralympics.
DAIVID used its AI-powered creative testing platform to find out which Winter Games ads had the biggest impact on viewers’ emotions.
Hershey’s ‘Real Gold’ Olympics win
Featuring five Team USA Olympic and Paralympic athletes, including Erin Jackson, Hilary Knight and Brenna Huckaby, Hershey’s ad (below) elicited intense positive emotions among 57.8% of viewers, including strong feelings of hope (164% above norm), admiration (+126%), gratitude (+124%) and adoration (+112%).
As well as moving viewers emotionally, the spot also drove above average brand recall and attention levels throughout.
Air Canada’s “Tyler’s Walk” finished in second spot after attracting positive emotions among 54.4% of viewers, with Samsung’s “Open Always Wins” in third.
Ads from Michelob ULTRA and Warner Bros Discovery complete the top 5. Other brands to make it into the top 10 include Visa, FIGS, Starbucks and Corona.
Top 10 most emotionally engaging ads of the 2026 Winter Olympics/Paralympics
|
RANK |
BRAND |
CAMPAIGN |
% of people who had intense positive emotional responses |
|
1. |
Hershey’s |
57.8% |
|
|
2. |
Air Canada |
54.4% |
|
|
3. |
Samsung |
52.3% |
|
|
4. |
Michelob ULTRA |
51.4% |
|
|
5. |
Warner Bros Discovery |
51.1% |
|
|
6. |
Visa |
50.5% |
|
|
=7. |
NBC |
50.0% |
|
|
=7. |
FIGS x Team USA |
50.0% |
|
|
9. |
Starbucks |
49.7% |
|
|
10. |
Corona |
49.1% |
|
|
NORM |
48.7% |
Ian Forrester, CEO and founder of DAIVID, said: “At the 2026 Winter Games, no ad soared higher, moved deeper or connected stronger than Hershey’s ‘The Real Gold’.
“By surprising the athletes with heartfelt messages from their families, the brand managed to really capture authentic reactions and stories – moments of hope, pride and perseverance – that audiences found it easy to connect with.
“It meant the spot was 19% more likely to elicit intense positive emotions than the average ad and maintained viewers’ attention on the screen throughout, outperforming 77% of ads in our database for overall effectiveness.
“Also making our Olympic podium was Air Canada and Samsung with incredible spots that truly capture the Olympic spirit.”