After the Queen’s Diamond Jubliee earlier this year and the Olympics currently going on down in London (Go Team GB!), never has the British public been so bombarded by the images of the Union Jack. Patriotism seems to be the underlying theme in this season’s adverts – re-inspiring a nation of grumpy Brits to get behind their country. While people pack the stands to cheer on our athletes, advertising companies have clearly been hard at work to produce Olympic-themed adverts. Here are three of the more memorable ones:
British Airways takes an unusual stance for an airline with their tagline of “Don’t Fly”. Featuring ‘London Calling’ by the Clash, the minute long video follows a grounded plane as it travels around London, before delivering its passengers to the Olympic stadium. Comments on the Youtube video criticise the airline for deliberately trying to do itself out of business by asking customers not to travel. However, it remains memorable, whether or not you agree with the Pro-Olympic, yet seemingly anti-business tone that perforates this ad.
Procter and Gamble have taken a personable approach in their Olympic-themed adverts. The campaign features a range of shorts including ‘Raising an Olympian’ interviews with athlete’s mothers and a thirty second story of a young boy’s journey to become an athlete which is sidelined by the role his mum plays. P&G know their market audience well and these adverts are sure to not only win over the hearts of mum’s everywhere with their tagline of ‘Proud Sponsor of Mums’ but to ensure continued consumer loyalty.
To thank players who helped fund the Olympics, the National Lottery held with a special draw, intended to create 100 millionaires. With the draw on the same night as the opening ceremony, the advert plays on everyone’s expectations that it is an Olympics ad, perfectly covering the tension that was so ripe before 9pm last Friday. There are Union Jacks aplenty in a variety of scenarios of hopeful millionaires, with the brand of humour that has become typical for the company (including a new bride who literally crosses her toes and a dog disapprovingly watching his elderly owner dance). Definitely memorable – and hopefully enough to make people want to buy a ticket.
Though our level of loyalty to our country might never match our cousins across the Pond, it’s certainly something to see so much red, white and blue on TV – definitely makes you proud to be British!
By Kris McGee
Currently on a two-week internship at Different