Here comes the deluge…
You may not have noticed, but this year London will be hosting a sporting event called The Olympic Games.
People will run, jump and throw things in an attempt to do so to a greater extent than their opponents.
It’ll be amazing, particularly the canoeing.
You might also be surprised to know that accompanying this event will be an enormous amount of advertising related to the event. Many large corporations (and, I fancy, your local snack bar) will be proclaiming their…um…connection to the Games in some manner which will be in no way contrived. Each communication will thread together the relationship between corporation and sport so seamlessly that you will wonder how you never spotted such a thing till now.
Exhibit A:
http://www.youtube.com/watch?v=1n-9-6ULjHY
So there you have it. I hope you liked that; you’re going to see an awful lot more of them in the next six months.
(By the way, seeing that reminded me of this brilliant short film from 1978:
How do I close those brackets?) Oh, like that.
That. Is. Alright.
About 1000x better than the launch ad. And at least it has some nice touches and insights into how kids get excited about their baggage turning up. I’m sure it could have been cooler, a better written VO etc….but not when it needs to be personally overseen and approved by the CEO and FD of BA and Seb Coe. (Have you seen the ‘films’ he oversaw for the Olympics bid…urgh). I’ve done plenty of campaigns and films where you need to work with and get approval from the governing bodies – FIFA, UEFA, Olympics etc….and they are always a nightmare. Terrible creative judgement – they always want smiling kids and handshakes/hugs ….that’s why the work done by non-sponsors is always better than the sponsors work. EG Nike doesn’t sponsor tournaments so does what it likes. No Sepp Blatter approval.
I think this will end up being one of the better ones (from a sponsor) we’ll see this year.
Brough Scott!
It’s a race. Without any of the excitement.
When you have a cute girl and a Union Jack piece of child’s luggage in a BA ad, it sort of takes the ‘oooh, I wonder who will win’ out of it. It’s a bit boring though so I didn’t care anyway.
We have 3 different Olympic ads to write. All for sponsors, all going through 657 different ‘bodies’ for approval. If 1 of them turns out ok, I will be amazed and delighted in equal measure. But, if pushed, more amazed.
The first script I have seen has lots of people looking happy + a poem + stirring music + an achievement metaphor. Please. Help. Me.
That short is amazing.
love that short.
16mm is such a lovely thing.
BA ad is quite nicely done.
do you know who wrote it?
and director?
Wonder if anyone will shake dwaine chambers’ hand?
TwittaCam:
Director
Neil Gorringe
Creative Director
Hamish Pinnell
Creative Director
Justin Moore
Creative team
CHRIS CLARKE
Creative team
MATT MORELAND
Producer
Charlotte Woodhead
DoP
Tom Townend
Agency Producer
Natalie Parish
Post production
The Mill
Associate Producer
Genevieve Sheppard
In the rush to make an ad for the Olympics, they’ve portrayed BA as a bunch of heavy handed, luggage chucking, baggage manglers. Was this the intention, because I’ll bet that little girl’s porcelain princess doll is smashed to smithereens.
I am a cock
I thought it was pretty cool. It will definitely play well in the U.S. (assuming, of course, it actually plays in the U.S.) Makes BA look a lot higher tech than our airlines, which are all pretty much despised these days.
I don’t want to fly on an airline that is ‘hurried’. I’m bloody scared enough about their corner cutting.
@ 12
Doubt it Rob. I think the Yanks have seen quite enough of the inner workings of baggage handling systems already this year:
http://alturl.com/vyn2p
Oops. Must go. That pesky Russian oligarch bloke is coming….
It’s much better than Coke’s offering:
http://www.youtube.com/watch?v=rK62rsDkmko&feature=youtu.be
That won’t play well in the U.S. as there’s no way we’d believe that a British bag could have won.