Transport for London may not be able to afford Olympic athletes for their ‘public service announcement’ campaign about the fast-approaching travel chaos that will affect the capital during the games. But many commercial companies and brands can. So this is the season of sporno-tastic olympic-themed advertising.
The above ad is for King of Shaves, a quite ‘low end’ razor brand which includes monthly rates for products delivered to your door on a regular basis. But its star model James Ellington, a sprinter, is not ‘low end’ at all. His torso and his tats are giving Becks and his relentless, profitable narcissistic display a run for his money that’s for sure!
But King of Shaves don’t actually mention the ‘Olympics’ in its adverts at all. This is most likely to be because London 2012 are working very hard at Protecting their Brand. There is even government legislation making it illegal to use certain phrases and words if you are not an official sponsor of The Games, such as British Airways.
I think though, that an athlete’s metrosexy body speaks for itself, and the difference in ‘quality’ and impact of ads around the Olympic theme does not seem to relate to language, but rather to imagery. Take these two adverts below, one for subway sandwiches the other for cadbury’s creme eggs. Neither is very strong. But that’s not due to the lack of official Olympics Logo or terminology. I think it is due to the obvious absence of any tits or abs!
Whoever wins medals at the end of July/beginning of London, I know that metrosexuality will continue to be stood on the podium. In fact it has no competition!