LA 2028 Olympics wants to show the real LA to the world

Posted on Posted in How to Guide for Marketers

LA 2028 has released their logo and launch video, giving us a first glimpse of how their idea that they’ll “show the world the real LA.”
First, there is always a keen debate over the Olympic logo. Uniquely, the LA 2028 Olympics committee will use multiple logos that will reflect the diversity of LA. You can see the “A” changes to represent various Los Angeles-based athletes and creators’ personalities and styles. Over the next eight years, we might see many different logos.

It seems to be a new trend to play with logos. Watch the past year of Apple ads and you might see ten different treatments. 

Fittingly LA, the launch taps into a list of stars that includes singer Billie Eilish, gymnast Gabby Douglas, movie star Reese Witherspoon, graffiti artist Chaz Bojórquez, YouTube star Lilly Singh, and a team of hopeful Olympic athletes.

Considering how many version of LA we might have in our heads, whether it is the Dodgers, Rams, Lakers or Kings, they have found a distinct look and feel. I like the variety as well. 

LA 2028 launch video

Moreover, they have launched a video that speaks to their brand idea of “showing the real LA to the world.” 

LA 2028 Olympics
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The video feels a bit too safe, which takes away from the promise of showing the real LA. The visuals start OK, but then it shifts into a generic Nike ad. First, I would prefer it if they used an edgier voice-over. Second, they should use an engaging music track that could deliver the REAL LA. 

I believe the brand idea of “show the real LA to the world” is an amazing opportunity that should open up creative teams to deliver even better creativity than this opening video. 
Brand Idea: 9.5 / 10
Logo: 9.0 / 10
Video: 7.0 / 10

My bias is #WeTheNorth

Nothing beats the Toronto Raptors video that showcases the real Toronto to the world. The tone is defiantly edgy, competitively challenging, and continues to represent the fans of the Toronto Raptors. We have eight more years. Maybe LA 2028 can do something this good. This video is a 10 out of 10!!!

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