Summer Repeat: Brand Ambassadors - 3 I'd Like To See

So another Olympic year is upon us, and another opportunity for a watch brand to do something bold and dynamic. And maybe I am a hopeless romantic, but I will keep posting about this until some watch brand out there claiming to be "disruptive" or "bold" is ready to put their money where their marketing and advertising mouths are.

So gentle reader, once more, because I can (and will) do this until I don't need to any longer, a summer repeat -

Brand Ambassadors - 3 I'd Like To See

So, it is time once again for the "semi-annual" Tempus Fugit appeal to the PR & Marketing Mavens of Watch Town to take a bold step to recognize 3 athletes who set out to win the Olympic 200 meters in Mexico City, and wound up changing the world. 

So not unlike a pitch meeting, I am going to throw some of Watch Town's favorite bon mots first:

Tag Heuer's
"Don't Crack Under Pressure" 

Tudor's 
"Born To Dare"


And throw this picture -

Not feeling that one?  How about this for the big dogs in Biel/Bienne -

Courtesy of the AOC Media Centre

I am sure that someone on the Omega team could come up with a snappy tagline.  Maybe:
"Recording the moments that changed the world."

Watch Town is, indeed, a curious place.  There is almost a desperate longing to be attached to celebrities, star athletes and history makers.  And don't get me wrong, I like sports, movies and astronauts as much as the next guy or gal.  But after everything is said and done - it's just talk.  
Empty and pointless.

Now I know what you might be thinking - "Don't get political, stick to watches". Curious to relate, human rights are not and should not be viewed as political. And honestly? The three men standing on the Olympic podium in Mexico City back on that October night in 1968 weren't calculating how much money they would be pulling in from shoe sponsorships or becoming watch brand ambassadors, or getting a guest appearance on Hawaii Five-0. They were thinking about something bigger than themselves. They were feeling then, like so many of us are feeling now - that the world needed to change.

Peter Norman is no longer with us, but his nephew the film maker Matt Norman is, as are Mr. Smith and Mr. Carlos, still putting themselves out there, giving talks and educating. And maybe I'm just sentimental, but I think it would be nice to see some real heroes as brand ambassadors.

So Omega, Tudor, Tag-Heuer, Breitling or anyone else out there - here are some brand ambassadors that actually stood for, and continue to stand for something positive. Even more than 50 years later.


Watch Town execs still not feeling it?  Okay, maybe a bit of Henki-lore to help push the idea:

Tommie Smith like John Carlos and Peter Norman was pretty much cast out of the world of track and field. He went on to lecture and teach and along the way wound up in Oberlin, Ohio where he (if memory serves) taught sociology and also coached track. I attended Eastwood Elementary with his son Kevin. Truth be told, at the ripe old age of 6 or 7, I had no idea who Tommie Smith was, and certainly less of a clue about the Mexico City Olympics.  We were in the library, and he said 
"I want to show you a picture of my dad."  And he grabbed the most recent copy of the Guiness Book of World Records and turned to the page where his dad's photo and world record were listed.
"My dad's still the fastest man in the world!" At least, that's what I remember him saying.


If you want to know more about the story behind that seismic event in 1968, and learn more about the "third man" - Australian Peter Norman as well as Tommie Smith and John Carlos, I highly recommend the film Salute -

Brand Ambassadors - 3 I'd Like To See

So, it is time once again for the "semi-annual" Tempus Fugit appeal to the PR & Marketing Mavens of Watch Town to take a bold step to recognize 3 athletes who set out to win the Olympic 200 meters in Mexico City, and wound up changing the world. 

So not unlike a pitch meeting, I am going to throw some of Watch Town's favorite bon mots first:

Tag Heuer's
"Don't Crack Under Pressure" 

Tudor's 
"Born To Dare"


And throw this picture -

Not feeling that one?  How about this for the big dogs in Biel/Bienne -

Courtesy of the AOC Media Centre

I am sure that someone on the Omega team could come up with a snappy tagline.  Maybe:
"Recording the moments that changed the world."

Watch Town is, indeed, a curious place.  There is almost a desperate longing to be attached to celebrities, star athletes and history makers.  And don't get me wrong, I like sports, movies and astronauts as much as the next guy or gal.  But after everything is said and done - it's just talk.  
Empty and pointless.

Now I know what you might be thinking - "Don't get political, stick to watches". Curious to relate, human rights are not and should not be viewed as political. And honestly? The three men standing on the Olympic podium in Mexico City back on that October night in 1968 weren't calculating how much money they would be pulling in from shoe sponsorships or becoming watch brand ambassadors, or getting a guest appearance on Hawaii Five-0. They were thinking about something bigger than themselves. They were feeling then, like so many of us are feeling now - that the world needed to change.

Peter Norman is no longer with us, but his nephew the film maker Matt Norman is, as are Mr. Smith and Mr. Carlos, still putting themselves out there, giving talks and educating. And maybe I'm just sentimental, but I think it would be nice to see some real heroes as brand ambassadors.

So Omega, Tudor, Tag-Heuer, Breitling or anyone else out there - here are some brand ambassadors that actually stood for, and continue to stand for something positive. Even more than 50 years later.


Watch Town execs still not feeling it?  Okay, maybe a bit of Henki-lore to help push the idea:

Tommie Smith like John Carlos and Peter Norman was pretty much cast out of the world of track and field. He went on to lecture and teach and along the way wound up in Oberlin, Ohio where he (if memory serves) taught sociology and also coached track. I attended Eastwood Elementary with his son Kevin. Truth be told, at the ripe old age of 6 or 7, I had no idea who Tommie Smith was, and certainly less of a clue about the Mexico City Olympics.  We were in the library, and he said -
"I want to show you a picture of my dad."  And he grabbed the most recent copy of the Guiness Book of World Records and turned to the page where his dad's photo and world record were listed.
"My dad's still the fastest man in the world!" At least, that's what I remember him saying.


If you want to know more about the story behind that seismic event in 1968, and learn more about the "third man" - Australian Peter Norman as well as Tommie Smith and John Carlos, I highly recommend the film Salute -

Three People Who Should Be Brand Ambassadors

But probably never will be.

I thought I'd put the idea out there and make sure that I forward it to all of the brand directors, PR managers and CEOs out there and let whoever is interested pick up the idea and run with it.

For the record, I was born in 1968.  It was a tumultuous year around the world, but particularly in the US.  And it was also the year of the Mexico City Olympics.  And what I have always remembered Mexico City for was the brave actions of three men -

The three men were Tommie Smith of the USA (center, gold medal winner), John Carlos of the USA (far right, bronze medal winner), and Peter Norman of Australia (far left, silver medal winner).  You will also notice a white badge on all three of the medalist's jackets.  No, that is not an IOC insignia ; )
I am going to quote from a story that I found in Word The Soul Of Urban Culture:
Riccardo Gazzaniga — October 23, 2015

Norman was a white man from Australia, a country that had strict apartheid laws, almost as strict as South Africa. There was tension and protests in the streets of Australia following heavy restrictions on non-white immigration and discriminatory laws against aboriginal people, some of which consisted of forced adoptions of native children to white families.

The two Americans had asked Norman if he believed in human rights. Norman said he did. They asked him if he believed in God, and he, who had been in the Salvation Army, said he believed strongly in God. “We knew that what we were going to do was far greater than any athletic feat, and he said “I’ll stand with you” – remembers John Carlos – “I expected to see fear in Norman’s eyes, but instead we saw love.”

Smith and Carlos had decided to get up on the stadium wearing the Olympic Project for Human Rights badge, a movement of athletes in support of the battle for equality.
  
And spoiler alert - so did Mr. Norman.

For Smith and Carlos the consequences were predictable, and horrific.  But interesting to relate, there were parallel forces at work to make sure that Mr. Norman was punished as well.  For all intents and purposes, his track and field career was over before it ever really began.

The bond between these three amazing men carried on well beyond the Olympics.  Tommie Smith and John Carlos were pallbearers at Peter Norman's funeral when he passed, before his time, in 2006.

 
Here's the thing -
I know that we are living in what could politely be described as "tempestuous times".  I know that for watch brands it is easy to go with a teen idol, actress or someone guaranteed not to stir the pot.  But then again, there are brands that will partner with individuals who do horrible things, solely to get their name a little more airtime.  So if that type of controversy is acceptable, surely this is a bit more noble.

This upcoming year will mark the 50th anniversary of the Mexico City Olympics.  An Olympic games that kicked the door open on racism, human rights and demonstrated what true faith, trust and love could accomplish.  Moreover, it demonstrated that membership on a team was not determined by the country that issued your passport.  It was determined by what was in your heart.

So I'll put it out there - Omega, Hublot, or frankly anyone else interested in sharing a story about people coming together through sport to do something important - this is your opportunity.  The 50th anniversary of a true brotherhood, forged by unlikely members, defeating hate.

I can't think of three more fitting ambassadors for a watch company.  So, to the gentleman making these decisions in Switzerland -

Who's in?