Five great Olympics ambush marketing campaigns – Page 3 of 5 – StartupSmart

3. Nike

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Paddy Power wasn’t the only business to sidestep reference to London 2012 by mentioning places of the same name outside the UK.

Nike has created an ad that shows plenty of running, jumping and diving alongside the word ‘London’ but, cleverly, ensured that they filmed in the UK capital’s namesakes in the US, Norway, Jamaica and Nigeria.

The fact that a brand like Nike is prepared to spend big money in airing what is essentially an ambush advert highlights the growing use of this kind of marketing by brands.