NBCUniversal "isn't set to unleash the full force of the promotional push" for the '14 Sochi Games until Oct. 29, but the company debuted "four spots over the weekend," according to Michael McCarthy of AD AGE. Snowboarder Shaun White, skier Lindsey Vonn and speed skater Shani Davis are "among the U.S. athletes showcased" in the spots. The four ads are narrated by actor Giancarlo Esposito, and "explore the dreams, dedication and sacrifices of Winter Olympians." They are "the first in a blizzard of over 500 promo spots" for the Sochi Games. NBCU will kick its marketing "into high gear" on Oct. 29, with the launch of a "20-channel promotional roadblock during the 8 p.m. hour to kick off a 100-day countdown to Sochi." There will be "a big retail and outdoor element, with NBC placing Sochi ads in Walmart and Best Buy stores," as well as commuter trains and N.Y. taxi cabs. NBCU also "hopes to ride the wave of attention" around Vonn. NBC Sports Group CMO John Miller said of Vonn's connection to Tiger Woods, "That doesn't hurt us at all. We hope that relationship continues right through the games." McCarthy notes while NBCU "mostly handles ads in-house," it is using "a variety of shops for the campaign, including: Studio City; Stun Creative, Edge Creative and TVGLA" (
ADAGE.com, 10/19).
