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Advertisers look to make splash in Summer Games

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Dow Chemical Co. last week broke its first Olympic-themed spot this year during Major League Baseball's All-Star game on Fox. The spot, created by Draftfcb Chicago, promotes Dow's participation as a worldwide partner of the London Olympics. It is part of Dow's broader “Solutionism” campaign, which debuted earlier this year and shows how the company is providing sustainable products for the planet. In the commercial, a topiary character travels to London to train for the Olympic Games while voice-over intones, “Even the planet has an Olympic dream.” Dow also plans to run Olympic-themed print ads with the “Solutionism” messaging. As a worldwide partner of the Olympic Games—and official chemistry company of this year's event—Dow is providing energy-efficient products for the Olympic Village and Olympic Stadium in London, such as high-performance artificial grass, insulation materials and industrial coatings. General Electric Co. is also a worldwide partner and an exclusive provider of medical equipment and other products for this year's competition. GE, which will run a TV campaign during the games, declined to discuss details of its advertising other than to say it would “focus on health against the backdrop of the Summer Olympic Games.” Technology provider Panasonic Corp. will also be advertising during the Summer Olympics. Panasonic has been a worldwide partner of the Olympic Games for more than 25 years and is the official audio and visual equipment provider for the London Olympics. It launched a global ad campaign in June called “Sharing the Passion,” via TV, print, online and social media.
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