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Nationalism has made its way into Olympic advertising as as this new television commercial by Chinese sports brand Anta shows. JWT Shanghai (part of the WPP Group) conceptualised the ad for Anta, saying it was "inspired by Chinese people’s response to the earthquake". Said the China chief executive of the agency, Tom Doctoroff:
“We decided to extend the brand message from individual glory to national glory, encouraging everyone in China to stand tall through these obstacles.”
Doctoroff was the brilliant mind that wrote Billions: Selling to the New Chinese Consumer, so he has to be right, even if guys like Paul French disagree with him.
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I've yet to see one single ad that celebrates the international flavour of the Olympics.
Which is a missed opportunity that wont come round again.