What’s your best Olympic advertising campaign, past or present? This was the question posed by Telegraph Connect to our MD Perry Rendell. Here’s his answer.
“So what is my best Olympic ad? Of all time? Yes. Print? Could be. TV? Why not. Official sponsor? Can be official or not.
So before I google “coolest Olympic advert of all time”, I think, hang on. What Olympic ads do I actually remember. Yes, just remember. Top of the head and without cheating and shouting across the studio to the Creative Director.
Like anyone with a graphic design background when you put ‘best’ and ‘Olympic’ together your Pavlovian response is obviously to answer ‘1968 Mexico’. I’ve never tired of it’s optical art inspired pattern structure.
Back to my memory test. From London, Adidas inviting us to ‘Take Centre Stage’ and BA driving a plane around London inviting us not to ‘Fly’ during the Games, cheeky! In more recent years obviously P&G’s homage to ‘Moms’ and there’s some vague Nike memory of being asked to find my greatness.
So now I’m googling and for all the good work that’s out there I can’t choose anything other than Channel 4 and Meet the Superhumans. I remember working on the Paralympic World Cup in Manchester back in 2005 and being utterly moved by the athletes skill and total commitment. It shifted how I felt about Paralympic sport. These adverts are beautifully stylish and inspiring, a hint of a back story and just magically capture that feeling of watching my first wheelchair basketball game and seeing elite world-class sport.”
Here’s the link to the Telegraph Connect article with some other suggestions from other advertising and agency executives.