As marketers continue to leverage the Summer Olympic Games in Rio, Marketing asked a number of experts to offer their critiques of the executions currently in rotation on television and online.
Visa’s “On Your Mark, get set, first”
Jamie King is a partner and creative director at The Tite Group
“Perhaps I’ve been living under a rock, but I didn’t truly get this spot until I learned who the athletes in it are – Ashton and Brianne – a married couple representing two countries at the Olympics. Talk about a #PowerCouple.
“The concept is light-hearted and the creative communicates what it needs to, but I’m left wondering if there’s a more interesting way to communicate how easy and fast it is to buy from BestBuy.ca with Visa Checkout. In a sea of communications that generally all look and feel like the Olympics, a spot that leverages the ‘same-gag in different situations’ technique doesn’t finish first or last, but somewhere in the middle of the pack. One way for Visa to get ahead would have been to zig when all other Olympic brand partners zagged.”
The only salient point in this milque toast criticism is the writer has been living under a rock.
Monday, August 22 @ 8:10 am |