July 18, 2012
The best Olympics ads aren’t for the Olympics
There’s just over a week before the 2012 Olympic Games, and the advertising is in full swing.
Of course, the politicking around sponsorship is a thorny one. There’s a lot of bitterness at the measures taken to ‘protect’ official sponsors – even more than at the decision to place missile batteries on the roofs of council flats.
The general public is noticeably angry – local businesses are gagged while McDonald’s and Coca Cola can shout about how world-class athletes love a Big Mac and large drink. (Of course, if they meant Michael Phelps they’d be absolutely right).
But the sad truth is that big brands aren’t thinking about small businesses. The restrictions are in place to prevent other global brands from piggybacking on the event. Nike, in particular, has a reputation for this, so you can’t blame adidas for being nervous.
But let’s step back from the corporate one-upmanship and police-state accusations. What about the ads themselves?
Well, it’s a fairly uninspiring bunch. P&G returns to the mums behind the athletes with a touching (if a bit overblown) salute, but for me, the best Olympic ads aren’t for the Olympic games.
They’re for the Paralympics. And they kick ass.
The first is by BBDO Toronto for the Canadian Paralympic Committtee. The second is a promo called Meet the Superhumans by Channel 4. Embedding is disabled, but it’s well worth a click through.
Have a look.