Tech giant Alibaba hymns the “greatness of small” in debut Olympics blockbuster

We may not know that much about China’s Alibaba here but we do know it’s big, along with national rival Tencent tipped to battle it out for digital hegemony with the likes of Amazon (Alibaba is big on ecommerce) Facebook and Google.

This giant is now involved with the Olympics through a partnership to provide “cloud services” and an ecommerce platform for the IOC over the next ten years, kicking off at the Winter Olympics in PyeongChang.

BBDO China is on the advertising case so the campaign isn’t about big but small. Alibaba founder Jack Ma says his ambition from the start was to make it easy for even the smallest of businesses to succeed on the global stage. So we have three films from the tech giant hymning the “greatness of small.”

A trip back to Chariots of Fire time with some pesky ducks.

And a new version of Cool Running.

Predictable, derivative even, straight out of BBDO New York’s songbook for GE and other corporate clients.

But Alibaba CMO Chris Tung seems to be a smart cookie and the first task here was not to drop the ball.

MAA creative scale: 6.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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