We all know that, in general, I think Australia could do with better adverts. (Except for the Australian government – I don’t know who they have doing their ads but let me tell you… I’M IMPRESSED. KEEP DOING YOU). But I have to say… I’m liking what they did with the Winter Olympics this year. More or less.
Let’s talk about it, shall we?
I’m always one to start with bad news – I like being uplifted at the end.
The music – The first time I heard the commercial (heard, not saw, because I heard it before I saw it) I thought it was an ad for The Biggest Loser. That was their theme song last year, just a few months before the Olympics commercials started airing. I love the song, but every time I hear it, all I think of is Amber and King Richard in The Biggest Loser house, walking all over people. Tsk tsk. Did anyone do any research?
Tony Abbott – The Olympics are about national pride, not politics. Maybe it’s because most people I know aren’t his biggest fans but as far as I’m concerned any commercial with a politician screams “CAMPAIGN” at me and I hate feeling political pressure in a country I don’t even vote in.
Athletes wiping out – I don’t need to see them falling off their contraptions. That doesn’t instil confidence in the Australia people! (At least it didn’t in me… although I’m not Australian so no one cares what I think). I want to see them dominating.
The freeze frames – There are a few commercials where they do freeze frames on an athlete’s face in the middle of their burst of energy (i.e. pushing their bobsled). Some of the freeze frames they get… are so bad. Like, really bad. I feel bad for the athletes. I KNOW that you can’t exactly shoot the cover of Vogue whilst upside down in the halfpipe but if I were an Olympic athlete (HA HA HA – I couldn’t even get through typing that without laughing) I wouldn’t want my face looking like that all over the country’s TVs.
The music – As I said. The first time I heard it, I thought “BIGGEST LOSER.” Now…. well, I still think ‘Biggest Loser’ but I also think ‘Australian Olympics.’ It’s remarkable how that happens, isn’t it? It’s a great song for the ads and one that, I think, is pretty inspiring and uplifting.
The action shots – I LOVE LOVE LOVE LOVE LOVE the skiers aerial-ing into the water. Before these commercials, I had no idea that’s how they trained (please tell me I wasn’t the only one). I’m still frightened for their lives every time I see it happen, but it’s still pretty cool. Not to mention, it’s also a ‘behind the scenes’ pass into Olympics training. Awesome.
The theme – ‘JUST ADD SNOW.’ Ahhhhhh. So catchy. I love it. Especially combined with the action shots. So much spectacular-ness, I can’t even. To be honest, this idea trumped all the things I disliked about the commercials. Epic.
Good work, marketing committee. KILLED it.