I took a look at the final four Olympic Bid videos, and rated them as I would if I were an IOC member, just for fun. (I also worked in advertising for 15 years, so I like to think I know a thing or two about selling…)
The second place winner, in my opinion, is Tokyo:
I love the idea of the ribbons running through the city. I love the colors and brightness of the images, and the combination of modern with traditional images. It drags on too long, though. A minute or two shorter and it would have been much more enjoyable. I knew the ribbons would do something in the end, but thought they would combine to form the rings, instead they form the logo, from Idsgn:. “Using the slogan “Uniting our worlds,” the logo ties the five Olympic colors in the form of a traditional Japanese knot. The knot, known as ‘musubi,’ has long been utilized in Japan to signify blessings during times of celebration.” (Which makes sense, if you know that, but I didn’t…but it is cute.)
Third place, Chicago (again, these are in order according to my opinion):
Very professionally done, as I would expect. However, the opening quote leaves me a bit put off from the beginning. “a Chicago man…” Right off the bat it is not inclusive of women or people of the entire country, or the world. I think the four athlete stories are nice, and would make good promotional ads had Chicago won the bid, but for a Bid, I found the video very cold, and very micro, self centered.
The image of the man walking in the trench coat, whether it was intentional or not, made me think of Obama, which bugged. The over all feel of the video felt more like “What having the Olympics here will do for me” not, “What we can do for the Olympics by having them here.” I think there is room for some *how important the Olympics are to me* but the that was the overall theme, including the speeches by the Obama’s, which was just way too much. It felt too cold, and too non-global. Also, the Olympics are in the summer, so the cold, autumn/winter feel felt out of place. I get that they were interviews prior to the games, but they didn’t invoke a warmth and excitement of a Summer Olympics.
I also think it’s unfortunate that they used the same paraplegic sport (biking) as Tokyo. And too much talk about fire, I don’t like the end quote about the fire sitting at the end of a torch. I also think the comment about building a stadium over the park where the guy used to work out is depressing – it sounded very *non-green* friendly. There are some beautiful shots of the city, nice use of the architecture, and the waters edge. Like I said, if Chicago had won, these individual stories would make nice lead up commercials for the games, but they just felt too cold and self centered for an international bid.
Last place, Madrid:
Way too long, and boring. I guess it would help if I understood Spanish, but the video just drags on and on. If the assignment was just to show all the new construction ideas, they would win hands down. But five minutes of computer generated mock ups…blech. It also looks way too smoggy and the landscape looks awful. I can’t imagine that is the best Madrid can look. Nothing about the video would make me want to go there. I have been to Barcelona, and LOVED it, but this did not sell Madrid at all. If you are an architect junkie, or a builder or something, this might be right up your alley, but as an IOC member, looking for excitement, and energy, this was not it. The best thing about the video was their cute Olympic logo at the end.
“Named “Corle,” the logo features a hand in the Olympic colors—which intends to represent unity among different cultures, people, and nationalities—along with silhouette of an ‘M’. The city’s bid slogan is “Hola everyone.”
And the winner is…
Great use of Olympic images, combined with the beauty of Rio. The video focuses on Rio, all it has to offer, but has a very international feel, and communicates the Olympic spirit – the thrill of the games, and the emotion. It is also short, and doesn’t drag on like some of the others. It has a very warm feel. If I were on the IOC, and voting on these videos, I would have selected Rio. Their video, combined with the fact that South American has never hosted a game makes them an excellent choice. And I like their heart shaped logo.
On April 14, 2007, Chicago was selected by the United States Olympic Committee (USOC) as the United States Bid city, and on June 4, 2008, the IOC named Chicago as one of four finalists to host the 2016 Olympic games.