The Closing Ceremony

So it's over. The 2008 Beijing Summer Olympics has run its last race, pummeled its last horse, awarded its last dozen or so gold medals to Michael Phelps.

And it was a good one. Two weeks of non-stop Olympic coverage (NBC had more air coverage then hours in a day thanks to all of their networks). Recording breaking ratings -- over 34MM viewers during prime time coverage. Some pretty amazing stories told.

Throughout we've looked at the world's biggest brands try to put their best foot forward. The world's biggest stage is the perfect place to talk about the world's biggest issues. And sustainability certainly is taking center stage.

Looking back at the advertising over the fortnight (we're using our proper English in preparation for the 2012 London Games), this Olympics clearly got a "Green Medal." And that's good news for everybody.

We leave this topic with a few thoughts on what makes good sustainability strategy and messaging (or any messaging, for that matter)—in hopes we see much more of it:

1. Be Synergistic – Don't try to sell trees, if you normally sell widgets. Instead design a widget that is made from trees. Maybe that's not possible, but you get the drift.

2. Be Authentic – As David Ogilvy said, “The consumer is not a moron, she is your wife!” Consumers are smart people. Give them the benefit of the doubt and let them make their own choices. If you are truthful, they will follow.

3. Make it Relevant – The ads that worked best were relevant to the Olympics, the brands, the products and a vision of a more sustainable world. Tall order. But when it works, it really works.

4. Have a Vision – Companies that lead, win. Go ahead and seize the opportunity. Become a sustainability leader.

And most importantly, COLLABORATE.

Brands can't do it all on their own, nor are they expected to. Remember the BP line? "It's a Start.” When a company acknowledges its role in the world, amazing things happen.

After all as the Japanese proverb says, “None of us is as smart as all of us.”

(It sure would have been better if it was a Chinese proverb... but oh, well.)

GE: Green to Gold

As the Olympics march on, it was only a matter of time before turning our sites to that "green" heavyweight contender, GE. The Ecomagination folks are airing three new spots in very heavy rotation. (It doesn't hurt when you own the TV network.)

Of course it goes without saying that GE is a "gold standard" for successfully integrating sustainability into brand messaging. After all, it is the only brand messaging the company does.

And the new Olympic sponsorship spots are no exception. These latest ads are not only beautiful pieces of film, but also do a great job of taking not-so-consumer friendly products and making them tangible to the average Joe (or investor). We like one better than the rest. Guess which.

If you haven't seen them yet, here are the spots:

Beyond the ads, GE got plenty of play for helping make the Summer 2008 Olympic Games "green". And that's the real win. They provided "Ecomangination" products like water filtration and recycling systems and solar powered lighting-- including for the unbelievably beautiful Bird's Nest Stadium. Too bad, they don't have a system to make Beijing's air less brown...

But if we were judging the "sustainable advertising event," we'd have to give GE a gold medal. May not be a perfect ten (even if you throw out the Romanian judge's score), but certainly good enough for the podium. GE has already signed on for the 2012 Games. It will be interesting to see what they bring next time.

An Olympic Effort by GM

Have you seen the new GM ad running during the Games? It aims to set GM apart as a "company that gets it," by showing off all the "green" bells and whistles they've got coming out of the R&D lab. It reminds us that GM is an innovator and is bigger than any one of its brands.

Of course, it's hard not to smile a bit smugly as the US car giant tried to unload the albatross formerly known as The Hummer. Maybe they should have left that brand's badge out of the spot...? But you have to applaud GM's willingness to change. But what about the U.S. car buyer? Will they be willing to change along with GM? Will they support a hybrid that doesn't come in the shape of a giant Chevy Tahoe? Will they "pay forward" a few dollars more to make a fuel cell a reality sooner?

Dunno. But times have changed and smart companies—like GM—should lead the mass revolution. Commit to technologies and products it knows people will want. And that only happens from the top. Afterall, it was another car company's founder, Henry Ford, who said, "If I'd asked my customers what they wanted, they'd have said a faster horse."

What do you think?

Green Olympic Games

Last week, the 2008 Summer Olympics kicked off with a bang. It's a rare opportunity for people from all walks of life to turn their televisions on and enjoy true world class competition. And some of the largest global corporations have spent over a billion dollars to grab the attention of these 30 million prime time viewers each night.

The focus of their ads? Sustainability. Needless to say, we're happy to see this.

Over the next thirteen days, we will be posting some of these ads, sharing our thoughts and hoping you will share yours.

First up, The Alliance for Climate Protection's WE campaign. Their latest ad encourages us to move to "clean" electricity. Of course, we applaud all of Gore's efforts in the fight against global warming, but wonder if the campaign gives people the chance to take action?

Yes, the ad sends the viewers to wecansolveit.org, where individuals are encouraged to write their local and state politicians and ask for change. But we wonder...

Did it miss an opportunity to inspire individuals to make changes to their daily lives?

What do you think? Chime in.