Now that the Olympics are officially over, (we won! Go USA!) it is time to take a look at won the advertizing contest. Cutting an ad for the Olympics is kind of hard. NBC insists on presenting the Olympics as a sort of kumbaya, brotherhood-of-man event instead of the epic content between nations that it is.
So advertisers try to focus on producing something upbeat by not jingoistic. Needless to say, not everyone pulls it off.
The honor for the worst ads of the Olympics goes to VISA. Their “GO WORLD” campaign consisted of about 20 different ad spots, each of which tried desperately to be sentimental or inspiring. None of them succeeded. Ever ad concluded with the tagline “GO WORLD.” Go world? These aren’t the intergalactic games. Cheering for everyone is about the least interesting thing possible. What happened to the old badass VISA who used to taunt American Express at every opportunity?
The second best ad campaign definitely goes to McDonald’s. They did bit of the Olympic brothood stuff in their McNuggests ads, but at least they pulled it off. Besides, any ad campaign that features a bobsled going through the drive-thru gets my vote.
By far the best ad spot of the Olympics was for Coca-Cola. Their “Ceremony” commercial managed to take the entire feel-good mood of the Olympics and make me feel like I made it possible—just by drinking Coke. Pure advertizing genius.