USOC, Panasonic Scream Foul Over Vizio Ad
Vizio called its latest commercial on NBC “Splash,” but the U.S. Olympic Committee and its partner Panasonic feel more like it’s a cannonball.
The 30-second Vizio commercial, which is airing during the Olympics, promotes the company’s high-definition television by showing an athlete complete a slow-motion dive against the backdrop of an American flag. The ad raised red flags for the USOC and Panasonic, the official audio and video partner for the Olympics worldwide, according to people familiar with the matter.
The International Olympic Committee, Panasonic and the USOC have spoken to NBC about the ad and are looking for solutions to what could be considered a clear case of ambush marketing.
“We have an obligation to protect Panasonic,” said USOC Chief Marketing Officer Rick Burton. “Solutions aren’t always easy on this.”
NBC declined to comment. Panasonic Director of Shows, Events and Sponsorships Terry Shorrock didn’t respond to an e-mail seeking comment.
Burton said that situations like this happen and that the IOC and USOC would continue to work together to seek a solution with NBC regarding the advertisement.
Ambush or Patriotic? Last time I checked Panasonic purchased the rights to use the Olympic rings, not the American flag. If the company feels viewers may be confused it ought to hire a new creative team that will develop a campaign that leaves no doubt as to which company is the Offical Olympic sponsor.
Posted by: D. Forer / August 19, 2008 / 11:31 AM
The USOC / IOC also needs to be consistent in how they enforce the "no ambush" policy. Nautica, which last time I checked is not a USOC or IOC sponsor has been all over NBC prime time via Misty May's branded headband. If that's not an ambush I don't know what is and I have yet to see the USOC / IOC do anything about it.
Posted by: Kevin Adler / August 20, 2008 / 12:05 PM