How’s it going? Enjoying the Olympics? I think it’s very noble of you to support the International Olympic Committee’s goal of “building a better world through sport”. That was your reason for getting involved as an Olympic sponsor for the first time, right? I mean, your decision couldn’t possibly have had anything to do with the $500 million you’ll rake in through extra sales this year alone on the back of that sponsorship, could it?
Most of this is built on your “Thank you mum” campaign which tells us you are a “proud sponsor of mums” and which also brings me to my point: What about dads? You’ll have to forgive me, but as a single parent of two little girls it rather pisses me off that so many people’s default opinion seems to be that as a man, my involvement in their lives must be minimal (I assure you it’s anything but) yet your adverts perpetuate that lazy stereotype.
Paula Radcliffe has been one of the stars of your campaign in this country (I know you’re using the same playbook all over the world). Unfortunately she’s had to withdraw from this Olympics due to injury but she was always an ironic choice for you. Why? Well because her father Peter has played a key part in her success. It was by joining him on his marathon-training runs that she became involved in the sport in the first place and he went on to chair the athletics club of which she is a member.
Victoria Pendleton’s mum Pauline also features in your campaign. Predictably there’s no mention of her dad Max though, despite the fact it was his interest in cycling which influenced
when she was a youngster. He used to take her out training, riding ahead of her and making her catch him up thereby laying the foundations which helped her win gold in Victoria four years ago. Beijing