Canada's Olympic Broadcasters Launch "Believe" Campaign
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Canadian Skier Jan Hudec One Of Several
Athletes Featured In Broadcasters' Campaign |
CTV-Rogers' Olympic consortium today unveiled the first stage in a six-phase advertising series promoting the 2010 Vancouver Games, "promising the largest Olympic campaign ever fielded by a media company," according to James Bradshaw of the GLOBE & MAIL. The campaign, titled "Believe," is "designed to make household names of Canada's elite competitive athletes" and features narration from actor Donald Sutherland and music composed by Howard Shore. The "most ambitious aspect of the first phase" of the campaign is a pair of 60-second commercials. The "first two of a dozen athlete-focused ads to hit the airwaves tell of the stories, hopes and dreams of downhill skier Jan Hudec and skeleton racer Melissa Hollingsworth." The athletes in the campaign "talk about the central role belief plays in sports, and end each segment looking directly into the camera and asking, 'Do you believe?'" The next two ads to air will introduce figure skater Patrick Chan and hockey player Gillian Apps. The consortium's other broadcast partners "will air a series of more lighthearted, multilingual 30-second spots that feature Canadians aged 5 to 20 years old exuberantly expanding on the theme of belief, backed by Canadian landmarks and landscapes." These shorter spots "will air on the combined resources" of CTV and Rogers Media Inc.; in English on TSN, Rogers Sportsnet, OMNI, OLN and Rogers radio stations; in French on RDS, RIS Info Sport and TQS; and in both languages on APTN and ATN. The "Believe" campaign was created in-house by the CTV Creative Agency. The second stage of the campaign "will launch in February to mark the one-year countdown to the Olympic opening." Olympico President Keith Pelley, who heads CTV-Rogers' Olympic consortium, said that the "next set of ads will showcase athletes 'in a different light'" (GLOBE & MAIL, 1/5).
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