British Airways is asking the British public to support UK athletes competing in the Summer Olympics. Specsavers is running an ad gently reminding people to check their eyesight so they can better watch the Olympic action. Adidas invited regular people to pose with Olympic athletes in a photo booth to encourage supporting Team GB. Nike launched an ad challenging Olympic sponsor Adidas by showing amateur athletes around the world, including various "Londons", finding greatness. Channel 4 believes the Paralympics starting in 6 weeks will be the most exciting sporting event of the summer, and is running extensive marketing to bring the Paralympics to the forefront as an event in its own right.

1. 30.07.12

2. This Week...
#HomeAdvantage, North Korea, Olympic Surprise, Find Your Greatness, and Paralymics
#HomeAdvantage
British Airways
North Korea
Specsavers
Olympic Surprise
Adidas
Find your Greatness
Nike
Paralymics
Channel 4

3. #HomeAdvantage
British Airways
This summer, there's nowhere else in the world to be
(according to BA).
As a measure of support for their sportsmen and women
competing in this summers Olympics, British Airways are
asking the nation to join together and give their athletes
the greatest home advantage possible.

4. Bringing North and South Korea together
Specsavers
This ad appeared in the sport and Olympic supplements
of national newspapers on 27 July.
It was also being pushed out through channels such as
Facebook and Twitter.
Richard Holmes, marketing director of Specsavers, said:
"Like everyone else, we're looking forward to watching
the next few weeks of sport. This is just a gentle
reminder that to get the best view of the action, a visit
to your local Specsavers might be a good idea."
Daldry said: "We were on the lookout for an Olympic
'Should've' and we haven't had to wait long for a
classic.

6. Olympic Surprise
Adidas
Adidas wants Britons from around the world to “Take the
Stage” alongside their 2012 Summer Olympians.
Their TV ad features shots of British athletes preparing
for the “pride, pain, and performances that will mark
one of the most important moments of their lives” mixed
in with flashbacks of previous setbacks and public
displays of patriotism.
Adidas also invited a group of regular people to take the
stage themselves and support team GB. They posed in
a photo booth in Westfield Shopping Centre next to the
Olympic park, and were very excited when a surprise
guest game in and joined them!
Take the stage

7. Find your Greatness
Nike
2 days before the Olympics opened Nike revealed a
global brand campaign showing amateur athletes in
places around the world called London, challenging the
official Olympic sponsor adidas. The ad launched on TV
in the UK and 24 other countries on Friday (27 July), the
same day as the Opening Ceremony.
Greatness isn't reserved for the chosen few in one
special city, it can also be found in London, Ohio, and
London, Norway, and East London, South Africa, and
Little London, Jamaica, and Small London, Nigeria and
the London Hotel and London Road and anywhere else
someone is trying to find it.
A great example of ambush marketing by a non-Olympic
sponsor.

8. Paralympics – Meet the Superhumans
Channel 4
According to Channel 4, the most exciting sporting event
of the summer will start in 6 weeks and one that they
have the rights for, for the first time.
„Meet the Superhumans‟ is a captivating, 90-second
advert featuring members of Britain's Paralympics team.
Channel 4 are attempting to bring the Paralympics from
the sporting wings to centre stage.
As such, they bought what is commonly known in the
industry as a „roadblock‟, whereby they broadcast the ad
across 78 UK channels at 9pm last Tuesday. Their
blanket approach continues when the games start on
29th August, in what is considered the stations biggest
marketing operation in their 30 year history.
They want people to reassess what their perception of
the Paralympics and realise that it‟s not an afterthought
but an event in it‟s own right .