NEW YORK Kirshenbaum Bond + Partners and NYC2012, the committee charged with bringing the Olympic Games to New York, last week broke two spots starring New Yorkers Whoopi Goldberg and Donald Trump narrating Olympic feats against city backdrops.
"Our goal for the creative was to approach Olympic moments with reverence," said Steve Doppelt, creative director at MDC Partners' KB+P in New York. "We wanted to tell dramatic Olympic stories with people who truly represent the spirit of New York."
In one spot, Goldberg stands in Times Square at night while telling the story of Tanzanian marathoner John Stephen Akhwari, one of the gold medal favorites at the 1968 Mexico City Olympic Games. During the race, Akhwari cut his knee and dislocated the joint, but completed the race despite finishing last. The spot ends with the tagline, "No better drama than the Olympics and no better stage than ours."
The second spot shows Trump in a hardhat and a harness standing on a construction beam high above the city's sidewalks. He tells the tale of Ukranian gymnast Lilia Podkopayeva, who scored a 9.8 on the balance beam at the 1996 Olympic Games in Atlanta. She does a series of complicated maneuvers, each named by Trump while footage of her routine plays, "on a plank one-third the width of what I'm standing on and all without a harness." Trump concludes, "The Olympics in New York . . . now that I'd like to see."
The ads will air internationally through July 6, the date the International Olympic Committee selects the 2012 host city. New York is competing against four other cities for the right to host the Olympic and Paralympic Games in 2012: London, Madrid, Moscow and Paris.