The BBC released their main advertisement for their coverage of the Olympic Games. Here it is:
I love this ad because it focuses on the sports in the Olympics, and shows them off in a compelling way. It also goes in the opposite direction of the ads produced by NBC, which focus on the athletes.
There is a problem with building pre-Olympic coverage around athletes who are expected to do well at the Olympics. Inevitably, every Olympic year, some of the athletes featured don't make the Olympic team. Everyone remembers Dan and Dave, the decathletes who were Reebok's golden boys until Dan O'Brien didn't make the Olympic team in 1992.
This year, figure skating pair Keauna McLaughlin and Rockne Brubaker played the role of Dan and were featured in Times Square ads just days before they tanked at the U.S. Figure Skating Championships and were denied a trip to Vancouver.