Having been involved in ad campaigns for clients who were major Olympic sponsors, I can tell you, the preparation starts really early. So the news today that the organizing committee for the London 2012 Olympic Games, is close to finalizing a $200m sponsorship deal with a major oil company, doesn’t surprise me, even though there’ll be another Olympics before the London games. Whoever does end up paying through the nose for these sponsorships, I can guarantee you one thing. We can look forward to all the same old tired clichés in their advertising. Lots of flaming torches, tearful medal winners, and the “Official Sponsor” Olympic logo on everything from coffee mugs to toilet rolls. Ads will carry such original headlines as… “Blogs Cheese is going for the gold!” and “At First National, it’s all about teamwork!” The latter will be accompanied by a visual of runner’s hand passing a baton to another hand. As for the TV coverage, we can look forward to heart rending stories of how decathlete Jim Smith milks his cows at 4 AM before getting in his fifty mile run. Now and then, they may show you a bit of sport. How predictable the Olympics can be. Yawn!
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