Most important is what Nike does not do in this ad. Nike never shows London, England, the Olympic rings, or even says the words Olympics or games. In other words, Nike did not use any protected intellectual property associated with the Summer Olympics in London, England. Doing so would have left Nike on the wrong end of an extremely costly infringement lawsuit.
So what can businesses learn from this Nike commercial about ambush marketing?
- Be clever with your advertising, but make sure your business does not use intellectual property that it does not have the right to.
- Avoid direct associations with an the event your business is ambushing