Bob Beamon Challenges Long Jumpers To Beat Record In New A-B InBev Spot

U.S. Olympian Bob Beamon stars "in a new spot from Crispin Porter + Bogusky Brazil for A-B InBev's unbranded #WeAllLoveBeer campaign," according to David Griner of ADWEEK. Beamon in the ad is "waiting patiently in hopes" that someone in Rio will beat his long jump Olympic record, and if so, he "wants to buy the new champ a beer." Since Beamon's jump at the '68 Mexico City Games, no one "has matched -- much less beaten --his distance" at the Olympics. Mike Powell broke the world record in '91. The campaign features a "countdown clock running on WeAllLoveBeer.com, ticking down the hours until 2016's long jump participants make their leaps." However, viewers "won't see Budweiser logos or any other AB InBev branding in the spot" (ADWEEK.com, 8/11).

SHINE ON, YOU CRAZY DIAMOND: In Sacramento, Dale Kasler reported local agricultural organization Blue Diamond Growers "is betting big" on the Rio Games with an "aggressive blend of national TV advertising and digital media campaigns in what the company said is the largest marketing push it will make all year." Blue Diamond "is sponsoring the U.S. volleyball and swim teams." U.S. beach volleyball player Kerri Walsh Jennings and two-time Olympian Matt Grevers, who did not make the U.S. swim team for Rio, "signed on as Blue Diamond 'brand ambassadors' in promotional spots seen on YouTube and elsewhere." The company "ran ads" during the '14 Sochi Games, where it was the "official snack sponsor of the U.S. ski and snowboarding teams." However, Blue Diamond Dir of Corporate Communications Alicia Rockwell said that the effort around Rio "surpasses the 2014 campaign" (SACRAMENTO BEE, 8/11).

NEW RULES: ADWEEK's Katie Richards noted Michael Phelps has helped Under Armour and agency Droga5 "hit some major milestones with his 'Rule Yourself' ad." That spot has "become one of the most shared Olympics spots ever." The UA spot "is now the second most shared Olympics ad" for '16 -- "behind Channel 4's incredible Paralympics spot 'We're The Superhumans,' -- and the fifth most shared Olympics spot of all time." To date, 56% of the spots' shares "are coming from Facebook, followed by Twitter" at 28% (ADWEEK.com, 8/11).