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The Olympics should have been an Advertiser’s Superbowl

I could end right there. That headline says it all. Any advertiser, student of advertising or consumer of the world’s greatest ads will know exactly what I mean.

For everyone else, know this: the Superbowl is as much an opportunity to show products in the most creative manner possible as it is about that other thing. Y’know, the sport thing.

Every Superbowl comes with an anticipation for what kind of creativity we will get to see. Websites do previews or special exclusives for the ads (so that, oddly enough, they no longer actually premier during the Superbowl) and then there is a comprehensive analysis afterwards for the people who want to see everything in one place.

It costs a fortune to associate an ad with the Superbowl but by gum, that bowl gets milked for all its worth.

Switch to the Olympics.

And again, I could end this article right there.

Because we all know that the advertising surrounding the games hasn’t set the world on fire. Being designated as the official supplier of X seems to be sufficient. Slap five hoops on an image of someone looking healthy and tell us you supply copper wiring to the Games and the job is done.

Which is a great pity.

Because quite apart from the stain on the whole issue of corporate sponsorship thanks to over-zealous guarding of brand “rights”, advertisers have, with very few exceptions, given us no reason to love their products.