With just a day to go to the opening ceremony, Nike has launched its first major Olympics ad via YouTube (except of course it’s not really an Olympics ad as Nike aren’t an official sponsor…). The video cleverly circumnavigates the tricky marketing guidelines surrounding what non-sponsor brands can’t do during this period to protect official partners.
The campaign doesn’t feature any of the brand’s leading ambassadors, instead focusing on those competing in grass-roots sports, playing in local leagues, or looking to excel at their sports and progress, perhaps, to higher standards in the future. And those that just love being active. Actor Tom Hardy provides the voiceover, offering a definition of greatness which combined with emotive imagery, is inspiring and oozes Nike’s ‘Just Do It’ mantra.
The London references (not UK, but Norway, Ohio, Jamaica and Nigeria) act as something of a badge of honour as Nike seems defiantly proud of this blatant ambush marketing. With the hashtag #FindGreatness featuring at the end of the ad, the brand is evidently hoping to gain traction on Twitter. Incidentally, Nike has ‘taken over’ some London tube stations with the campaign – click here for a few shots I took at Oxford Circus today when passing through.