One of the most prominent sponsors of the Olympics wants to use some of its ad dollars to put on a show it hopes will be as must-see as the sports extravaganza itself.
Procter & Gamble, which has enjoyed global rights to use the Olympics and the Games’ signature rings in its advertising since 2010, is backing away from the heart-tugging ads it has run in the past that spotlight how the maker of Tide, Crest and Pampers supports athletes and their families. In their place? A new six-episode competition series for NBC’s Peacock streaming hub called “The Other Games” that have teams of comedians and influencers vying to win game that involve P&G products including Swiffer and Cascade. The show will debut on Peacock just ahead of NBC’s coverage of the 2024 Paris Olympics.
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