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SBD/Issue 204/OlympicsPrint All
Watch TV Spot From Hilton's Olympic Campaign
CHECKING OUT: In Chicago, Lewis Lazare writes Hilton has "made the ill-advised decision to debut a commercial in black and white for one of the most colorful events in all of sports." The ad, which is titled "Olympics," features "mostly a series of still photographs that don't do a very good job of conveying the energy and action" of the Olympics (CHICAGO SUN-TIMES, 7/14).
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Watch adidas Spot Featuring Hu Jia
COMPETITORS: The GULF NEWS' Maggie Rauch reports adidas' Olympic theme, "Together in 2008: Impossible is Nothing," plays on "national pride and collective spirit." The campaign features athletes including China diver Hu Jia and China men’s national soccer team MF Zheng Zhi "performing with the aide of a sea of enthusiastic fans." The TV ads are "animated in slow motion and the billboard images are painted with a light stroke." Meanwhile, Nike has taken a "fiercely individualistic approach," as its "Who are you?" ads feature "close-up shots of Chinese athletes with their game faces on." An ad featuring Nets and China men's basketball team F Yi Jianlian reads, "I am a fighter. Who are you?" Nike's campaign "draws heavily on the celebrity of two of the country's most famous athletes," Yi and hurdler Liu Xiang. Nike also is using its "deals with national federations in various sports to gain access to Olympians." Rauch notes visitors to Beijing in August will see "plenty of the Nike logo as they pass several Nike stores along Chang'an Avenue" (GULF NEWS, 7/14).
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The USOC finalized a contract with Chicago-based SCI Television Productions that will see the company provide USOC sponsors with full video production services during the Beijing Games. For a fee, sponsors can use the company for services such as on-location taping and editing, video news releases and production of satellite media tours. Sponsors will pay fees for those services. It marks the first time the USOC has hired a company to work with corporate partners at the Games. A spokesperson said that the rise in satellite media tours and video publicity by sponsors was the catalyst for hiring SCI.