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SBD Global/July 25, 2012/Marketing and Sponsorship

Samsung, Lego and P&G Kick Off Olympic Campaigns This Week

David Beckham "kicks a ball into a drum" to signal the beginning of the London Games in a new TV ad for TOP sponsor Samsung, according to Maisie McCabe of CAMPAIGN LIVE. The ad, made by Cheil Worldwide, "shows people all around the world waiting for Beckham to hit the drum to start the Olympic Games, and then using their Galaxy S III handsets to share footage of his shot." Samsung's Olympic campaign is based around the theme of "Everyone's Olympic Games." Cheil U.K. came up with the "creative concept for the spot," which was then adopted by Samsung globally and produced with Radke Film Group. The ad, which will be used in 26 countries, was adapted for the U.K. by Sweet Images (CAMPAIGNLIVE.co.uk, 7/23).

GREAT START: CAMPAIGN LIVE's Loulla-Mae Eleftheriou-Smith reported that TOP sponsor Proctor & Gamble's shaving brand, Gillette, has unveiled a major outdoor push as part of its "Great Start" Olympic campaign. The campaign features brand ambassadors such as British cyclist Chris Hoy, British swimmer Liam Tancock and U.S. sprinter Tyson Gay. The campaign was created by advertising agency Abbott Mead Vickers BBDO. It has erected ads on three tower blocks in Stratford "overlooking Olympic Park" (CAMPAIGNLIVE.co.uk, 7/24).

BUILDING BLOCKS: Smith also wrote that Lego is "the latest brand to advertise its Olympic credentials this week in an outdoor push for its Team GB minifigures range." A total of 35 ads were created by Dazzleship and feature the different Lego Team GB figures "smiling above a strapline wishing the different athletes good luck." The figures range from boxers to gymnasts to swimmers (CAMPAIGNLIVE.co.uk, 7/24).
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