We wouldn't generally compare bookmaker Paddy Power and sports giant Nike's creative prowess, but in this case, it's inevitable. Both marketers have launched ambush marketing campaigns for the London Olympics, and use cities named London to do so. Paddy created OOH ads that touted the greatest sports event in London, France, and Nike, along with agency Wieden & Kennedy, has released a new campaign, "Find Your Greatness," that focuses on the various non-Olympics type of athletic greatness that takes place in the Londons around the world.
Londoners of South Africa, Jamaica, Nigeria and other countries are showcased in one 1:00 spot, as well as a series of sport-specific shorter films, to demonstrate that even if you play far away from the dazzle of the Olympics, your greatness isn't any less important. You can check out the longer film, and the films for "Weightlifting" and "Diving" here, and head over to YouTube for the whole series. Of course, there is no mention of the Olympics, since Nike isn't an official sponsor.