Olympics draw gives brands a chance to shine

02/19/2010 at 2:19 PM Leave a comment

Worldwide sporting events will always draw a large audience. It was reported that the Union of European Football Associations (UEFA) Champion’s League final that pitted English giants Manchester United against Spain’s Catalonian club, FC Barcelona, is now the most-watched annual sporting event, surpassing the Super Bowl on a “world-viewer” base.

Though I am thoroughly biased to “the beautiful game,” the biggest viewer draw today is the 2010 Winter Olympics being held in Vancouver.

As the Winter Olympics are celebrated every four years, it carries long-developed stories of athletes dominating their respective sports at the national and pre-Olympic world level. Combined with strong national ties and the inevitable dramatics, the Olympics will be watched.

Here in the U.S., we have to watch them. We are force-fed Olympic coverage because NBC is reportedly losing $200 million broadcasting it—they severely overbid to secure exclusivity rights, another smart move by the Peacock.

Moving back to the topic at hand, opportunities like the Super Bowl. The UEFA Champion’s League and the Olympics have art directors frothing at the mouth and media buyers preparing for client-side tongue-lashings. Buying ad-space is more expensive for a draw like the Olympics, but, ideally, you will also have more viewers to receive your messaging—it all comes down to what risks you are willing to take.

Here are a few examples of Olympic advertisements that have really struck a chord with a creative like myself.


Proctor & Gamble


Tim Hortons – The iconic Canadian brand produced a commercial that really hits the heartstrings. Unfortunately, because of the WordPress’ inflexible video embedding capabilities—it will take a little work to view the spot. I highly recommended it, so if you’re interested, catch it here!


Entry filed under: Television. Tags: , , , .

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