Top Ten Olympic Moments

Highs and Lows With Liu Xiang, Li Ning, Michael Phelps, Usain Bolt and More

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Nike and Wieden & Kennedy, Shanghai turned around a fast, supportive Chinese-language print ad on Tuesday, Aug. 19, after Liu Xiang pulled out of the Olympic Games
Nike and Wieden & Kennedy, Shanghai turned around a fast, supportive Chinese-language print ad on Tuesday, Aug. 19, after Liu Xiang pulled out of the Olympic Games
BEIJING (AdAgeChina.com) -- After years of anticipation, the 2008 Olympic Games were successfully pulled off by China's government and dozens of eager sponsors. Was it worth it? Here are the top ten moments from the Summer Games.

1. The Agony of Defeat
China's most famous athlete, Liu Xiang, shocked the country by pulling out of the games, a psychological blow to China and an economic hit for his many sponsors such as Nike, Coke, and Visa.

2. Ambushed at the Start
Adidas was ambushed by former Olympic star athlete Li Ning lighting the relay torch, even though the sportswear company he founded wasn't a sponsor.

3. No Stopping Li Ning
In another stellar example of guerrilla marketing, Li Ning partnered with China Central Television, the national broadcaster. Nearly all CCTV correspondents reporting in Beijing sported golf shirts with the CCTV Olympic logo on the left breast and the Li Ning logo on the other.
Beach volleyball cheerleaders
Beach volleyball cheerleaders Credit: Ray Ally
4. Babes and the Beach
Beach volleyball and cheerleaders came to Beijing for the first time.

5. J&J Snags Gold
Johnson & Johnson's Olympic Green pavilion was the hands-down crowd favorite for a rare exhibit of China's terracotta warriors.

6. Bigger Is Better
Coca-Cola's massive installation at the Place in Beijing's Chaoyang district boasted the world's largest LED screen and the world's largest LED Coca-Cola bottle.

7. Phelps Delivers Big Time
Michael Phelps took the gold medal in every swimming event that he participated in, a dream scenario for his sponsors Speedo, Visa, Kellogg's and AT&T, and no doubt many more to come.
Usain Bolt
Usain Bolt

8. Puma Gets a Jolt From Bolt Puma scores big when Jamaican sprinter Usain Bolt set Olympic and world records for the 100 meter and 200 meter races.

9. Knockoff Culture Pays Off
Even longtime Beijing residents marveled at China's ability to produce fakes -- fake fireworks, fake singing, even fake buildings popped up during the games.

10. A Brief Ray of Sunshine
At last--but only for two weeks--China's government allowed uncensored feeds of CNN International and BBC World and punched a hole in China's internet firewall.

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