Three brands, one commercial series — the Olympics, VISA and Michael Phelps
In the United States, three brands have dominated television this summer – the Olympics, VISA and Michael Phelps. I thought it would be interesting to take a look at the commercials that feature the branding threesome and see what Corporate Eye readers think about them.
First up, the VISA, Michael Phelps, Olympics commercial played frequently just before the 2008 Summer Olympics in Beijing. Click here to watch it.
Next, the VISA, Michael Phelps, Olympics commercial played when Michael Phelps broke the record of for the most Olympic gold medals ever won by a single person. Click here to watch it.
Finally, the VISA, Michael Phelps, Olympics commercial played after Michael Phelps broke the record for the most Olympic gold medals won in a single Olympic Games. Click here to watch it.
So what do you think? I think all three brands are consistently portrayed, and together, they communicate a message of power, strength and idealism, which translates nicely for VISA in terms of giving its brand a boost. I think the overexposed, gold lighting in the 2008 commercials works well, and of course, you’ve got to love Morgan Freeman’s voice overs in those ads.
When I first saw the dolphin ad before the Olympics began, I wasn’t impressed, but together, the series works. The consistency is what makes the ads stand out as successful from a branding perspective. I’m not sure if people will run out and get a VISA card or use their VISA cards more as a result of the commercials, particularly since Olympic brand sponsorship has become saturated and holds less meaning than it did years ago.
Leave a comment and share your thoughts.
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