The Atlanta Olympics "are shaping up to be the marketing
event of the century," according to AD AGE's Jensen & Ross, with
an estimated $5B in Olympic-themed media, marketing and related
expenditures to have been spent worldwide by the Closing
Ceremonies. Of that figure, the more than 40 ACOG corporate
backers will spend $4.2B to leverage their sponsorship
(ADVERTISING AGE, 7/15 issue).
AD STRATEGIES: David D'Allesandro, Senior Exec VP at John
Hancock, cited the "enormous" ad clutter as the reason he
believes sponsors should not buy ad time during the Games.
Hancock will run only one ad on NBC -- a 90-second "paean" to
U.S. athletes backed by a Judy Collins version of "Amazing Grace"
during the Opening Ceremonies (Stuart Elliott, N.Y. TIMES, 7/16).
McDonald's will also break a 90-second spot during the Opening
Ceremonies -- a Leo Burnett-created ad in which a kid morphs into
an Olympic athlete. Other ad debuts: Nissan breaks a campaign
titled, "Life's a journey. Enjoy the drive" (One exec on the 2-
minute "opus" to run during the Closing Ceremonies: "It's bigger
than 'Ben Hur'"). Also, Pontiac, Oldsmobile and BMW will all
introduce new models in Olympic ads. IBM's goal "is to come out
of the Olympics with the image as the world's hottest Internet
company" (AD AGE, 7/15 issue). Xerox will look to use the Games
to "springboard" into the high-end printing business (Newark
STAR-LEDGER, 7/15). Delta will have a series of ads in which a
traveler stops at various points around the globe. MCI, a non-
sponsor, will spend $25M on 80 spots. Lee Apparel will break a
humorous ad aimed at young adults (Harry Berkowitz, NEWSDAY,
7/16).
AMBUSH WATCH: USOC Deputy Sec. General John Krimsky said
Fuji was "very helpful" in the decision to remove their symbol
from billboards carrying the U.S. Track & Field seal and a
picture of decathlete Dan O'Brien. Krimsky and Fuji execs agreed
it was not an ambush attempt. Fuji has been an USATF sponsor and
O'Brien has endorsed Fuji since '91 (Steve Gelsi, BRANDWEEK,
7/15)....The N.Y. TIMES notes that American Express ("known as an
Olympic ambusher") has been "quiet -- so far." AmEx Exec VP John
Hayes said they will bypass Atlanta as long as Visa does not use
the Games to "bash a competitor." Others with a more "ambitious"
ambush agenda in Atlanta include Gatorade (vs. Coke's PowerAde),
Gucci and Blockbuster (Stuart Elliott, N.Y. TIMES, 7/16).
NEWS & NOTES: The ATLANTA CONSTITUTION notes all the
companies holding high-level executive meetings in Atlanta this
week, including Coca-Cola, Cox Communications, Eastman Kodak,
Delta, BellSouth and GE (ATLANTA CONSTITUTION, 7/16).
....NationsBank will provide each person attending the Opening
Ceremonies with a "special edition" NationsBank VISA cash card
worth $5 (NationsBank)....Bloomberg's Olympic index, based on
stocks of 24 sponsor companies, fell $2.75 Monday to $100.66,
mirroring the S&P 500 (USA TODAY, 7/16). ....AT&T will place
"animated" ads on 25 Web sites (Olympic and sports-related sites
and search engines) starting tomorrow that will link to the
company's own Olympic Web site at http://www.olympic.att.com (AD
AGE, 7/16)....GM's "Century of Motion" exhibit in Centennial Park
is expected to draw 100,000 visitors a day. GM and the UAW also
sponsor the Southern Music Ampitheater next door (BRANDWEEK,
7/15). ....Linda Wachner, owner of Speedo Authentic Fitness, will
use the flower bed at her Atlanta home overlooking the Aquatic
Center to spell out "Speedo" (N.Y. POST, 7/16).
