Going for gold

Go Team GB!

At the time of hitting the "save" button on these words you see before you, the plucky underdogs of these fair isles have gone way beyond stiffened lips, Dunkirk spirit and Gary Herbert's river of tears.

Oh no my friends. Far from it. Team GB is nestled in 2nd place in the medal table, and looking hungry for more glory before the Games draw to a close.

The Olympics is the greatest show on earth (unless you're Brazilian or a US swimmer at a petrol station) and of course marketers, creators and Big Business have been major players. We've been hit with all manner of content over the last month or so, with a few picks that caught our beady eyes.

First up, this work from Nike has proven popular at DMA House. The tempo, the soundtracking, the use of Vinyl's Bobby Cannavale: thumbs up all round for an Unlimited Future.

Now we know that things get emotional when we go full-blown Olympic mode. Your faithful correspondent recalls blubbing with gay abandon anytime Mo Farah simply picked up speed in 2012. But its work like this from Proctor & Gamble that reduces even the granite-hearted amongst us to lip-wibbling eye dabbers:

Gulp! Anyway, onwards we roll as we come to work that many of us saw prior to the Games, but let's face it, its absolutely stunning. Sportswear manufacturer Under Armour and Droga5 continue to set standards in sports marketing and creative - and their Rule Yourself campaign is perhaps the pinnacle.

They picked Michael Phelps (the greatest of all the Olympians) and he's not let them down in the pool, as Under Armour thrive out of it. This spot, the second most shared of the 2016 Games and the fifth most shared Olympic spot ever, continues to beguile, to draw viewers in and doesn't let you go. It's what you do in the dark, that puts you in the light:

But we close on work from Channel 4 that has its roots back in the glorious summer of 2012. Then the "Meet The Superhumans" campaign from 4Creative (Channel4's storied in-house agency) blew us all away. Celebrating the Paraolympians, the work saw that year's Games sell out for the first time ever.

So what was up their sleeve for 2016? This.

According to Ad Pulse, "We are the superhumans" is the most shared ad spot of Rio 2016. And with more than good reason as we stare down yet more vintage stuff from 4Creative that adds to the legacy of their 2012 vintage in fine style.

Have a great weekend tucking into the last few days of the Games one and all. Rio - its been emotional.

Ed Owen is away.