Canadian Olympic Committee launches national ad campaign

Showcases medal hopefuls and former medallists—and partners with Twitter


TORONTO – Starting today, you’ll be seeing a lot more television ads on the 2014 Sochi Olympic Games.

The Canadian Olympic Committee has launched a national advertisement campaign called “We are Winter (“Nous sommes l’hiver”) in what it calls the “largest brand undertaking in its history” with just over a month to go before the international games.

The campaign is based on more than 100 hours of video footage highlighting Canada’s natural scenery — from the Rockies to the Prairies to the landscapes in Quebec — and will be shown in 15-to-60 minute television spots in both English and French.

The advertisements, which also including mini-documentaries, feature medal hopefuls Kaillie Humphries, Mark McMorris and Mikaël Kingsbury and voiceovers from gold medallists Jean-Luc Brassard and Steve Yzerman. The campaign will ultimately showcase 17 Canadian athletes and 10 Olympic sports.

In addition to the TV spots, the COC also named micro-blogging site Twitter as its official social media partner.

The 2014 Winter Olympic Games will run from Feb. 7-23 in Sochi, Russia.

“The essence of this campaign originated from conversations with our athletes who all said the same thing: Winter defines them and defines who we are as a country,” said Derek Kent, the COC’s chief marketing officer.

“We wanted to inspire Canadians by showcasing the drive, determination and grit of our athletes as they train for the Olympic Games. We wanted Canadians to really get to know our athletes and their remarkably inspiring stories. We are proud of what we have built and that we are putting a brighter spotlight on our national sporting heroes.”

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Canadian Olympic Committee launches national ad campaign

  1. If snow defines who we are as a country….we’re in big trouble.

  2. My tax doller at work. What a waste.

  3. My tax dollars at work. Personally I say that gov’t funding should be completely taken away from all Olympic organizations.

  4. Why on earth are they spending money on advertisements? What’s the point? What’s the reason? Is the Canadian Press incapable of asking obvious questions?

  5. The only thing I can think is, the COC is worried that viewing #’s will be down for this Olympics because people are generally annoyed with Putin’s Russia. So they have to have this massive campaign ahead of time to hopefully get Canadians emotionally invested in the athletes and hence to tune in come February. Am I far off?

    • Those of us that aren’t going to watch, won’t because they are, for the most part, boring and to some of us a giant waste of money and time.

      • I believe you. But I think more people aren’t going to watch than usual this time around, hence the pre-games infomercials.

        • The gov’t is cutting funding from far more important organisations that elitist athletes whose sole contribution to society is to slide down a hill or skate on some ice. The same goes for summer Olympics too.