Tuesday 24 July 2012

The great Olympic countdown

It's almost upon us. The actual sport starts tomorrow, even before the opening ceremony, which my mole inside the stadium for last night's rehearsal declared 'awesome'. Boris Johnson's voice is umming and ahhhing from great speakers at London railway stations, burbling imprecations to walk or cycle. Various unions have completed their strike ballots. We're ready.

Ready too, are the missile installations apparently sitting on buildings near the Olympic park. I think we all thought that they were there to deter, or even bring down, terrorist attacks. But another thought occurs. Such has been the furore over the policing of the branding of these Games that the Mayor himself has waded in to criticise the heavy-handedness of what he's called the 'brand army', and Locog has felt it necessary to issue a PR 'myth-busting' fact sheet in response to some of the more outrageous stories. So we can all rest easy – you "probably will" be allowed to enter the Olympic Park with a Pepsi logo on your shirt, says Lord Coe.

'Ambush' marketing will not, however be tolerated. Is this what the missiles are really for? "Sir, there's a plane approaching the stadium with a 'Lipsmacking thirstquenching acetasting motivating goodbuzzing cooltalking highwalking fastliving evergiving coolfizzing Pepsi-Cola' banner trailing behind it."

"Open fire!"

Notwithstanding some of the inevitable British negativism around the Games, some of which I understand given the pointlessly excessive brand protection – don't even get me started on the chips monopoly – I am, in reality, really looking forward to them kicking off. I remain convinced, despite loud statements of disbelief from naysayers who believe the opposite is true, that the independent assessment of the financial impact on our economy being a positive one is correct.

And on a more visceral, seeing-the-everyday-reality-of-the-Games level, I'm seeing volunteers daily on my commute. The buildings in the Olympic Park all look great. The sun's out, though that will not last of course. Brad Wiggins' magnificent victory in the Tour de France has further whetted British appetites for sporting success. The beach volleyballers have said that, even if it rains (IF it rains! Hah!), they'll eschew the permitted long trouser and remain in bikinis. Yay!* What more signs do you need that it's going to be great?



*Apparently blokes also play beach volleyball - but who knew that was an Olympic sport?

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