30.07.12

This Week...#HomeAdvantage, North Korea, Olympic Surprise, Find Your Greatness, and Paralymics

#HomeAdvantageBritish Airways

North KoreaSpecsavers

Olympic SurpriseAdidas

Find your GreatnessNike

ParalymicsChannel 4

This summer, there's nowhere else in the world to be (according to BA).As a measure of support for their sportsmen and women competing in this summers Olympics, British Airways are asking the nation to join together and give their athletes the greatest home advantage possible.

#HomeAdvantageBritish Airways

Bringing North and South Korea togetherSpecsavers

                                                                                                                                            This ad appeared in the sport and Olympic supplements of national newspapers on 27 July.It was also being pushed out through channels such as Facebook and Twitter.Richard Holmes, marketing director of Specsavers, said: "Like everyone else, we're looking forward to watching the next few weeks of sport. This is just a gentle reminder that to get the best view of the action, a visit to your local Specsavers might be a good idea."Daldry said: "We were on the lookout for an Olympic 'Should've' and we haven't had to wait long for a classic.

Olympic SurpriseAdidas

Adidas wants Britons from around the world to “Take the Stage” alongside their 2012 Summer Olympians.

Their TV ad features shots of British athletes preparing for the “pride, pain, and performances that will mark one of the most important moments of their lives” mixed in with flashbacks of previous setbacks and public displays of patriotism.

Adidas also invited a group of regular people to take the stage themselves and support team GB. They posed in a photo booth in Westfield Shopping Centre next to the Olympic park, and were very excited when a surprise guest game in and joined them!

Take the stage

Find your GreatnessNike

2 days before the Olympics opened Nike revealed a global brand campaign showing amateur athletes in places around the world called London, challenging the official Olympic sponsor adidas. The ad launched on TV in the UK and 24 other countries on Friday (27 July), the same day as the Opening Ceremony. Greatness isn't reserved for the chosen few in one special city, it can also be found in London, Ohio, and London, Norway, and East London, South Africa, and Little London, Jamaica, and Small London, Nigeria and the London Hotel and London Road and anywhere else someone is trying to find it.A great example of ambush marketing by a non-Olympic sponsor.

According to Channel 4, the most exciting sporting event of the summer will start in 6 weeks and one that they have the rights for, for the first time.

‘Meet the Superhumans’ is a captivating, 90-second advert featuring members of Britain's Paralympics team. Channel 4 are attempting to bring the Paralympics from the sporting wings to centre stage.

As such, they bought what is commonly known in the industry as a ‘roadblock’, whereby they broadcast the ad across 78 UK channels at 9pm last Tuesday. Their blanket approach continues when the games start on 29th August, in what is considered the stations biggest marketing operation in their 30 year history.

They want people to reassess what their perception of the Paralympics and realise that it’s not an afterthought but an event in it’s own right .

Paralympics – Meet the SuperhumansChannel 4