Olympics advertising - what a disaster

Further to James Farmer’s excellent blog on the tedious dismissal of B2B for not being creative enough: I watched a commercial TV channel for the first time in ages last night (yes, I know, I am a complete snob) and was frankly appalled by the quality of the Olympics advertising – particularly by P&G.

It was absolutely awful, schmaltzy, bullsh*t. The fact that it was on continuous rotation with no respite from the usual DFS nonsense during ad breaks only made it worse. Frankly the brands and agencies involved should be ashamed of themselves. The greatest commercial opportunity to hit these shores in the history of advertising, and this is how the so-called top consumer brands respond… woeful. B2C marketers: hang your heads in shame.