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Serving two masters
HOME > PAST ISSUE > REPORTS [Premium content]June 2008
Can Olympic sponsors please Chinese customers without alienating everyone else?
The two-minute television spot opens in the shadow of Beijing’s Olympic stadium. A cluster of Coca-Cola-drinking teenagers spot an enormous roll of red carpet. They decide to push it down the road. As the roll gathers momentum, unraveling through the nation’s capital, the group becomes a throng.
The red carpet, riding on this wave of public goodwill, rolls through China on a whirlwind tour before coming to a halt at the East China Sea. The crowd is momentarily stymied. ...
The red carpet, riding on this wave of public goodwill, rolls through China on a whirlwind tour before coming to a halt at the East China Sea. The crowd is momentarily stymied. ...
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