Somewhere between two weeks ago and this Friday, something really weird happened: I started feeling a bit more patriotic. I say weird because just like most Canadians, I’m not overly patriotic – at least not in the same overt way that Americans usually are. And the funny thing is, it’s not really just me. It seems like everyone, at least everyone in the metro Vancouver area, has caught the patriotic bug.
For this I blame CTV. Their advertisements surrounding the “Do you believe” slogan got to me. When I first saw the commercials, my thought was do I believe in what? That we’ll get Golds? That Canada will kick butt? That we can afford the Olympics?
But as they repeated the message over and over again, it got me.Then finally, on Friday, just before the opening ceremonies of the Vancouver 2010 Olympics, I was in full mode. Of course I believe! In what? Not really sure. I’m sure, though, that somehow I’m now a prouder Canadian.
I’m not sure if the person who came up with the slogan “Do you believe” is a genius. Perhaps it’s just a great example of how effective repetition can be in marketing campaigns. Or maybe the fact that CTV’s message was communicated cohesively through various media – TV, print, etc. – is what made the slogan effective. Or perhaps Canadians always believed and CTV’s slogan is not the catalyst to our new-found patriotism.
Regardless of how one might evaluate CTV’s slogan,one thing is for sure. I believed enough that I bought the Olympic mittens today and spent a good portion of my afternoon looking at Olympics merchandise. Apparently, there’s something in the air that makes me want to be part of all of this celebration – even if consumption seems to be the only way for me to participate.
Yes, I believe. Darn you, CTV! 🙂
(Here’s a spoof of the CTV commercials.)