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SBD/Issue 56/OlympicsPrint All
In its "first venture into Olympic sponsorship, Allstate Corp. wants you to know that you're not only in good hands, but golden hands," according to Jim Kirk of the CHICAGO TRIBUNE, who noted in a new campaign from Chicago-based Leo Burnett, Allstate is still relying on "You're in good hands," but also with a secondary line, "The right hands make all the difference." The campaign debuts this week in SI and will run on TV and elsewhere in print. Kirk wrote, "The campaign supports the insurer's multimillion-dollar sponsorship of the coming Winter Olympics, featuring the hands of a number of gold medalists in front of a background draped with the American flag." In one ad, the hands of gold medalists Bonnie Blair, Brian Boitano, Dan Jansen, Picabo Street and Kristi Yamaguchi are featured, along with their signatures and the phrases, "Strong hands, Committed hands, Winning hands, Good hands." Another campaign features the members of the '80 Gold-medal winning U.S. hockey team. Allstate execs said that there are "no plans to back away from the long running 'You're in good hands' line, but the company wants to set out a new course as it adds financial and other products that take the company beyond insurance" (CHICAGO TRIBUNE, 12/1).
NBC's primetime show during its coverage of the upcoming '02 Games will run from 8:00-11:30pm ET, "down from the four to 4 1/2 hours per night" in Sydney and Atlanta, according to David Barron of the HOUSTON CHRONICLE, who noted Bob Costas will host with support from Jim McKay, who is "on loan from ABC" and will be a special correspondent. NBC Sports Chair Dick Ebersol, who will be working his first Winter Games since '68, said of McKay, "Most nights he will have a piece that he has prepared about the events of the day as he saw them or in the context of what has happened in the past. But he is very much focused on not wanting to be tied to the past. He has things he wants to say about the modern Olympic sports." Meanwhile, Barron noted Hannah Storm will anchor the daytime shows, while her husband, Dan Hicks, "moves into the high-visibility role as late-night host in addition to calling speedskating with Dan Jansen." Jim Lampley will host shows on MSNBC and CNBC. Barron added NBC has "prepared two major film pieces" for Salt Lake City, one around figure skaters Peggy Fleming and Dorothy Hamill, while the second, narrated by Tom Brokaw, is "on the men of the 10th Mountain Division, which was formed in 1942 to give the U.S. Army a fighting force for mountain warfare," and whose members "went on to essentially create the postwar ski industry" in the U.S. Ebersol said the schedule for the '02 Games "lays out well. The first weekend will have freestyle skiing, and if we pull one of those famous upsets that seem to go with the U.S. in the downhill or the super-G, we'll be off to a real good start." Barron reported NBC will "feature figure skating, the major Alpine events, speedskating, ski jumping, freestyle skiing, bobsled, luge, skeleton and the occasional live hockey game. The rest will be on MSNBC" (HOUSTON CHRONICLE, 12/2).