We’re going to have to get used to this, endless commercials featuring characters running around with Olympic torches (surely Health and Safety will have something to say about that).
And it also becomes clear where all those bloody tickets went, to tier one sponsors like Lloyds do they can ‘give’ them away in their promotions.
Oh well, it’s a mucky old world (as they say in Wapping).
Advertisers are going to have to try a bit harder to turn the Olympics into some sort of branding message than this effort courtesy of RKCR/Y&R does though. Just relying on a (possibly evaporating) feelgood factor is hardly likely to be enough.