Tuesday, April 12, 2011

Women sports stars in adverts How to do it right

So finally, here is the World Champion amateur boxer Katie Taylor in action with two musician-types. I LOVE this. And yes, I know it's an advert and that makes me shallow but it's so unusual to see a woman athlete just doing her sport without any frills or faux-sexy shots. Have to say I'm not a hundred per cent clear on the link between the two guys and Taylor - any muso fans out there who could enlighten me?

This blog is not sponsored or supported in any way by product-makers. It's nice to be nice to companies who realise we just love sport and don't need any crap. 

You might also like the mood in these ads.



Emmet Ryan said...

There's no link between the 3, all Lucozade's idea. Basically they are taking inspiration from Adidas' moves into mixing athletes and musicians in their ads as a way to develop cross market appeal. Incidentally I've a cautionary bit up on how the hype machine could affect Taylor over at my blog today.

niamh said...

Hype machine? Ireland only realised how good she is when she won her third world title, a little hype is neccessary - it's the evil side of successfull sport.

Emmet Ryan said...

Hey, killer headlines are all the rage. The gist of the piece is that this is the beginning and that it represents a notable change from time up to now, that's where the risk lies. It's a huge challenge for her team.

Frankly I don't think we've had an athlete with the kind of expectation ahead of them, male or female, entering an Olympics since Sonia O'Sullivan in 1996 (a quirk of timing and fate meant a certain swimmer who also had high expectations was in the same Olympiad but she was somewhat insulated by the attention on O'Sullivan). That will be an issue and the added media exposure in the UK will be a factor. I've addressed these issues in the main post.

Also the nerd in me would argue most of the country spotted her after title #2 but that's a small point as it's still one more than ought to have been before the wider sporting public took notice. That said winning one world title takes a lifetime of effort, winning two requires a whole lot more.