What a thrill it was to watch NBC’s broadcast coverage as the best and the most determined athletes from the far corners of the planet came together in Salt Lake City over the past weeks. These games were a worldwide celebration, and the fact that all the pomp, fanfare and excitement took place on U.S. soil was particularly poignant considering our recent American history.
With the stakes so high, it’s not surprising that a universal accord for each nuance of the proceedings was not present. Still, it seems safe to say that a healthy dose of good will awaited nearly everyone who tuned in each day after the Opening Ceremonies. And though so much of the credit for those positive sentiments goes to the athletes and trainers who put everything on the line, a great deal may be said for the sponsors and advertisers—and for all of the agencies, creatives, production and post professionals who stepped up to deliver their finest performances.
During NBC’s broadcasts, myriad stories flitted through the spotlight, adding significant importance beyond the drama of the events themselves. I was struck by the general shock of the media when Apolo Anton Ohno seemed genuinely pleased at winning his first silver medal. For the U.S.—a society that often forgets the person in second place—having so much attention paid to valor and good sportsmanship seems to have already made a far-reaching impact. I thought that was a profound part of these games.
I also experienced chills time and again upon watching the excruciating slow-motion efforts of those athletes who were only in Salt Lake City to participate. They knew that medals will not likely ever come anywhere near their grasp, yet they donned their colors (in one instance at his local Neiman Marcus, on the way to the games), and they went to participate and to represent their countries … and our humanity. Many of their faces were seen and voices heard; thank you, NBC. Those listening to the comments of young Miss Sarah Hughes after she received her gold medal heard her say that she, too, participated with no expectation of winning. Now, there’s an Olympic moment.
When breaks did occur in the action, we viewers sampled the best that the advertising world has to offer. Just a few examples: Chevrolet, Bank of America and Gatorade came through with good-natured fun that figuratively waved a huge flag. Audi ran and ran a wondrous, magical spot that made time slow down a bit to celebrate beauty and fascination. Nike wowed the world by showcasing the talents of athletes spanning the full spectrum of athletic endeavor—as well as some of the industry’s finest artists—in a :90 that now has a life, and a pulse, of its own. And Coca-Cola—what a classic example it provided every day of how a global brand can bring the world together.
That’s the feeling I’ll carry away from these Olympics, along with my ever-present pride in being a part of this industry and a citizen on planet Earth.
