Olympics ads pushing global, unified themes

Campaigns show less patriotism and more connection By EMILY FREDRIX • Associated Press • July 26, 2008 MILWAUKEE -- Some ads preach unity and togetherness. Some celebrate the spirit of athleticism. For many advertisers this year, their Olympic spots in the U.S. are more about humanity and athletes and less about national pride. They're also making less mention of host country China. From Visa Inc.'s "Go World" campaign to unifying themes from Coca-Cola Co. and McDonald's, major sponsors are calling for harmony and avoiding boasts of patriotism for any one country. A major spot by Coca-Cola, called "Yao and LeBron-Unity" features animated versions of the two basketball stars, Chinese native Yao Ming and American LeBron James, facing off in a basketball duel. They pull in people and things associated with their home countries,... [read full story]