Advertisers rapid response to dashed sporting hopes

Within hours of his injury at the first hurdle at the 2012 London Olympics, Liu Xiang’s (刘翔) sponsor Nike, had press ads in China newspapers, praising his spirit of competition.

Sports sponsors select winners, likely winners and high profile events precisely in order to associate their brands with success. Negative outcomes (especially cheating, or unacceptable social behaviour) will usually prompt their dropping of sponsorship contracts.

Within a short time of the race, a million posts on Liu Xiang appeared on the Chinese microblog Weibo, reflecting both his celebrity stature and the hopes he carried on his shoulders.

Advertising creatives are paid to be clever and insightful. Nike’s ad agency Wieden + Kennedy perfectly responded to the nations’ collective anguish with a print ad, which ran in many Chinese dailies.

Continuing a campaign theme of ‘Love sport’, the ad consisted of Liu Xiang’s face and Chinese text (translated here):

Love competition.
Love risking your pride.
Love winning it back.
Love giving it everything you’ve got.
Love the glory. Love the pain.
Love sport even when it breaks your heart.

Just Do It.

This positive approach not only reflects a perspective of sport beyond medallion wearers, but demonstrates the acuity and agility of great advertising.

The partnership of a client and an advertising agency is one which can generate brilliance in communication. A quick-witted creative is complemented by a brave and responsive client prepared to react immediately to capitalise on dramatic circumstances.

It reminds me of a print ad which appeared during the Louis Vuitton Challenge Series prior to the 1995 America’s Cup.

On March 6, halfway through a tough race, the 12 metre racing yacht ‘One Australia’ broke up. In the 2 minutes before the boat sank, all crewmembers quickly removed their seaboots and leapt from the deck. They had no time to don their rarely-worn life-vests. Photographs of the event dramatically showed yachtsmen jumping from bow and stern.

“It’s all about adversity,” stated the team’s veteran skipper, John Bertrand. “We’ll live to fight another day.”

Competing New Zealand boat ‘Black Magic’, was sponsored by popular Kiwi brewer Steinlager. The next day in the New Zealand press, with an ascerbic humor even this Australian yachtie can admire, a double page ad stated boldly

“There’s only ONE thing that goes down faster than a Steinlager”!

All I can say is,  ‘Love sport’!

From Our Clients

Quotation Mark

(We) took a fairly substantial audit of .. sophisticated sites both technically and creatively .. Out of six prominent designers, Digital Tsunami stood out.

The quality of the images, the sophisticated management of text .. together with smooth animations makes (our) website of very high calibre.

I would personally rate this site in the top 2 percent of world wide web sites today.

Paul McCloskey
President
Dural, NSW, Australia
Laservision
Quotation Mark

Andrew has provided Merrell Associates with reliable service, bringing a vast wealth of knowledge in IT to the task for more than the eight years I have been working here.

We have been helped by Andrew to solve all sorts of problems and if there isn't an immediate fix, solutions are found pretty quickly.

Andrew Rollason
Manager
Mosman, NSW, Australia
Merrell Associates
Quotation Mark

I happily recommend Andrew and the Digital Tsunami team.

I have dealt with many web marketing and support companies over the years, and have been very impressed with Digital Tsunami's response, advice and understanding of their field. I recommend talking to Andrew about your next web project.

Steve Peereboom
Brand Manager, Australian Monitor International
Melbourne, Victoria, Australia
Hills Holdings Ltd (ASX:HIL)
Quotation Mark

The team at Digital Tsunami was incredibly responsive, delivering a solution well ahead of deadline. Their technical knowledge was exceptional, they were innovative, and they were very meticulous. What's more, they understood my business and technical requirements and translated them into a user-friendly, refined, professional site which is conceptually simple and cohesive.

Glenn Murray
Director
Sydney, NSW, Australia
Divine Write
Quotation Mark

.. accurately interpreted the project brief and the outcome was a piece of cost effective quality work.

Lawrence Sank
Product Marketing Manager - Mobile Broadband
Sydney, NSW, Australia
Personal Broadband Australia
error: We appreciate that you value our content. You are welcome to link to this page, but content is copyright protected.