For advertisers, one of the most challenging Olympic events is the ambush ad. Contestants vie to attract vast numbers of Olympics viewers and buzz while not paying the multi-million dollar sponsorship fees demanded by, in this case, the London Olympic Organizing Committee. Jess Collen writes about trademarks and ambush ads this week in his Forbes.com column.
Nike is a perennial winner of the ambush Olympics and doesn’t disappoint this year. This year’s ad features athletes in London’s around the world – just not the London which is being featured on wall to wall coverage on NBC.
This year’s silver medal goes to Irish bookmaker Paddy Power has put up billboards near the Olympics venue claiming Paddy Power’s is the “Official sponsor of the largest athletics event in London this year! There you go, we said it”. The London in question is London, France. The event is an egg and spoon relay.