Olympic advertising that connects us.
When the Olympics come around every two years, we're treated to enjoying the world's elite athletes compete to win and make their fellow countrymen proud.
For these Beijing games, you've no doubt felt the nervous energy leading up to the opening ceremonies.
Press coverage moved between the city's pollution, terrorism and security concerns (wondering if someone was going to succeed in blowing out the Olympic torch during the global relay), to China's architectural wonders, conceived and built to host the opening ceremonies, like the National Stadium (known as the Bird's nest) and the eye popping National Aquatic Centre.
But as entertaining as the brawn and physical beauty of today's athletes is watching the new crop of Olympic inspired advertising. These ads differ from their Super bowl brethren in that they are more inspirational and maintream, trotting out a company’s philosophy, aspirations and speak to their spirit of achievement. Whether you believe them or not, watching them does give you a tinge of thinking about what’s possible in life.
Twelve North American marketers - including Coca-Cola, McDonald's, Visa, Adidas and Volkswagen - are spending a total of $866 million, or $72 million each, to be global sponsors, up from a total of $600 million in 2004. And that doesn't include advertising. The sponsors and others are expected to spend an additional $1.5 billion for TV and online ads, which are reportedly topping at $750,000 for a 30-second TV spot in select prime-time slots, more than double the $339,000 for the 2004 Summer Olympics.
Here’s some examples of advertising that's trying to connect our emotional dots:
Air Canada – in the midst of sky high fuel costs, company layoffs and reduced services, Marketel’s new spots focus on Air Canada’s behind the scenes story of taking our athletes safely to the games. Engaging, simple, powerful.
Adidas – This spot communicates a fundamental Chinese belief that the accomplishments of one are the result of efforts of many. Stand out production values.
This commercial to the spirit of achievement, called RobA4, is amazingly cool and you're left wondering - "how the heck did they do that?"
In this crazy global world, we're connected to each other by the web and our cultural differences are drummed into our eyes and ears each day. It’s nice then, that during these Beijing days of summer, companies use the Olympic spirit to focus on the qualities of life that transcend culture and are common to us all.
