For keen advertising observers like me, The Olympics is also a marathon of great advertising. The big, cashed up corporations get the chance to roll out their mega productions loaded with cheesy sporting puns, sugary patriotic scenes, swelling violin soundtracks and cute kids.

I really like some of the ads getting a flogging around the Olympics. And what a flogging they are getting. (note to Channel 7 - my family has to restrain me when your TiVo ads comes on for fear I might smash the family’s expensive new telly with a projectile slipper. Enough already Channel 7! Or we won’t buy a TiVo, in protest).

The advertising industry operates on reach and frequency metrics – frequency is the amount of times an ad plays. It is all scientifically worked out, but don’t you feel there comes a point where seeing an ad too often has the reverse effect?

Some of the ads that got a flogging around medal moments on SBS or 7:

Coles. Mums sacrificing everything to give their kids a sporting chance. It’s long and repetitive, but it works particularly among the mums it is clearly targeting.

Qantas. The spirit of Australia packed in a suitcase. I love this campaign. It’s incredibly powerful, despite seeing it a hundred times. It is a triumph, a great example of advertising with the power to make you feel.

Maccas. The nation stops to listen to a medal moment. Unusually for McDonalds, they have executed an idea with just the right amount of, and not too much, cheese.

Red Rooster. Red goes with China. The most interesting thing about this campaign is the fine print – they are not official sponsors of The Olympics and that is the thing you notice. Guerrilla advertising, big corporate style.

Havey Norman. Nearly 50 years. Harvey Norman is famous for retail style ads and this is another one – but I am perplexed about “nearly”. Nearly is the 4th place getter in an Olympic race. It’s not 50 years, it’s “nearly”.

Ads are an unescapable part of our Olympics viewing experience. We promoted our coverage on radio with some very funny ads – take a listen if you missed them!

Diving
Gymnastics
Table Tennis