Tag Archives: London 2012

Summertime Things

Do You Know The Way To San Jose?” Hal David and Burt Bacharach.

It’s been a long time between posts–largely because a trial in San Jose, CA beckoned me out West and I’ve just begun to settle back into the blogging routine.

While I was away, the Olympics took place in London, largely without any of the ambush advertising/trademark incidents many feared might infiltrate the event. Hanes, the underwear maker, produced a tv commercial featuring a well-muscled model swinging on a series of metal rings, perhaps bringing to mind the Olympic rings symbol without paying to become an official Olympic sponsor. But mostly, the advertisers that aired commercials during the Olympic fortnight played by the rules while the athletes swam, ran, dove, dressaged and rhythmically tumbled their way to gold, silver, and bronze, if not to lucrative commercial endorsements.

Neil Armstrong, the first man to walk on the moon, and the quintessential American hero, passed away, but not without NBC committing one of the most egregious gaffes in recent memory. “Astronaut Neil Young, first man to walk on the moon, dies at age 82,” read the online report’s headline at NBCNews.com. One small step for man, one giant screw up for journalistic kind. Neil Young, by the way, is alive and well, tearing up stages with his longtime band Crazy Horse adding their unique brand of raw rock to Neil’s Ragged Glory for the first time in years.

The Republicans held their convention in Tampa, undermining their claim to competency by scheduling the event in Florida during the height of hurricane season, and by inviting Clint Eastwood to interview an empty chair.

And just last week, legendary lyricist Hal David died. David teamed with Burt Bacharach on a string of top 40 and Oscar-winning hits during the 60s and 70s, including “Do You Know The Way To San Jose,” “Alfie,” and “Raindrops Keep Falling On My Head.” His keen and provocative lyrical sense was typified in this line from Alfie: “What’s it all about, Alfie? Is it just for the moment we live? What’s it all about when you sort it out, Alfie? Are we meant to take more
than we give or are we meant to be kind?” I vote for kind.

On the trademark front, the Court of Appeals for the Second Circuit give Christian Louboutin a qualified victory in the “Red Shoes” case I wrote about in one of my earliest posts. The lower court had kicked out Louboutin’s claim of trademark rights for the red outer soles of its shoes, reasoning that a single color could never function as a trademark in the fashion industry. But the Second Circuit booted that categorical rule, concluding that an earlier Supreme Court case upholding a single-color trademark for an industrial product applied equally to the realm of fashion. Still, Louboutin again failed in its effort to block YSL from selling a monochromatic shoe that was red, top to bottom. The appeals court ruled that Louboutin’s trademark only covered red soles with contrasting uppers, where the red created visual “pop.” So, in the spirit of Neil Armstrong, we can conclude that the Red Shoe decision was one small step for Louboutin, but not a giant leap for shoe-kind.

QUOTE OF THE DAY: “Imagination will often carry us to worlds that never were. But without it we go nowhere.” Carl Sagan

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On Your Mark, Get Set, Whoa–London 2012 Advertisers Beware

“Summer’s here and the time is right for racin’ . . . .” Racin’ In The Street, Bruce Springsteen

The Summer Olympics, or “The Games of the XXX Olympiad” as I like to call them in lighter moments, will soon be upon us. And that means hours of televised ceremonies, thrills of victory, agonies of defeat, all conveniently brought into our homes or mobile devices by the Networks of NBC Universal, or as Jack Donaghy from 30 Rock would say “NBC/GE/Universal/KMart.” And all those hours of televised competition mean one thing for American audiences–hours of heart warming, heart-rending, heart wrenching . . . commercials!

For advertisers brave enough, bold enough, and rich enough to pony up the millions needed to become an “Official Olympic Partner,” the upcoming tournament in London promises to be an unparraleled commercial bonanza. Companies such as Coca Cola, McDonald’s, Visa, and Adidas not only gain access to a vast audience held captive by the prospects of seeing Michael Phelps try to upstage himself, guessing which track or biking star will fail a drug test, and other competitive dramas in the pool, the gym, the track, and the field. Their costly investment in the Olympics also gives official partners the right to use the Olympic names, slogans and logos, including the iconic “Interlocking Rings,” and the words “Olympics,” “Olympic Games,” and “London 2012.” These symbols and names are like the steroids of the advertising world–boosting the impact of any commercial or print ad they happen to adorn. And best of all, unlike steroids, the use of these Olympic brands is perfectly legal, as long as you pay the hefty price.

And those unwilling or unable to afford becoming an Official Partner beware! The organizers of the London Games are primed to squelch so-called “ambush marketing”–attempts by “unofficial” sponsors to invoke the image and aura of the Olympics and the London Games. Any unauthorized use of the Rings or other Olympic brands will likely end up being contested, first by letter, and then, if need be in court.

But just refraining from using the Olympic brands may not be enough to avoid the ire of the authorities. In the UK, special bespoke laws tailored especially for London 2012 aim to choke–off any allusion to athletic competition. So for example, an ad that conjures scenes from the the classic film about the Olympics of yore, Chariots of Fire, might be off-limits. The law even created a zone around the Olympic venues where you must either be an Official Partner to advertise, or you must go home.

Britain just celebrated the Queen’s jubilee with pageantry fitting for Merry Olde England. But the special laws cracking down on ambush marketing at the London Games harken back to another, more sinister, axe-happy British monarch–Henry the VIII.

QUOTE OF THE DAY: “My Lord, if it were not to satisfy the world, and my Realm, I would not do that I must do this day for none earthly thing.” Henry VIII

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