With the 2012 London Olympics underway, here is a selection of commercials that tap into the the Games spirit to deliver their messages.
The Nike “Find Your Greatness” spot, for example, reminds us that athletic greatness isn’t reserved for the elite few but can be found anywhere and in anyone.
The Kellogg’s “Swimmer” commercial posits that the athlete’s finish at the Games is only the tip of the iceberg—the long journey to the podium and the spark that begins it have equal or greater importance.
Visa’s Go World campaign shows how the globe is united in its celebration of the Games and its ideals.
DirectTV Latin America reveals how viewers are transported from their couches to a direct Olympic experience, facilitated by CGI technology.
As part of Adidas Take the Stage campaign, British rapper Wretch 32 provides the soundtrack for a video featuring British athletes Victoria Pendleton, Louis Smith and Tom Daley, David Beckham and Daley Thompson.
With its Move to the Beat campaign, Coke uses a music track created by Mark Ronson and Katy B, along with footage and sounds of five athletes from different parts of the globe.