Super Heroes

Last year, our Springbok Rugby Team had just about every South African glued to the TV cheering them on at the World Cup final - which they won. The build up of our team prior to the World Cup was an amazing marketing exercise. The team was turned in super heroes. Even the non-rugby fans knew who they were. They were in the papers, and not just the sports section, there was a bit of drama about the coach, there was a bit of drama about the players….but at the end there was a team that would not do anything else but go to the World Cup and win. No one was going to mess with them. The Sasol advert on TV had the team morphing into super heroes with extraordinary powers. There was so much hype – I don’t think these guys even thought about losing!

So what happened with our Olympic Team? There certainly was not a lot of hype over them. Perhaps there was something on Super Sport, but there wasn’t a heck of lot on SABC - although there have been flashes of some of the athletes in a rather weak advert. And they sure haven’t been made out to be super heroes.

Oscar Pistorius managed to get a huge amount of publicity prior to the Olympics. He made world headlines with his plight. He spent a lot of time fighting various boards for admission to the able bodied Games. Thousands of people were saying “Ag Shame” he should be allowed. The people who wanted him excluded, because of the blade advantage, were seen as baddies, meanies and all sorts of things. Oscar has an amazing PR machine in place. Larger than life images of him on the side of multi story buildings, Powerade ads on TV, stories galore in popular magazines, even a modelling assignment in Cape Town – he is all over the place

But here’s a thing. Whilst this PR machine was on the go and boards were sitting to decide his fate, he wasn’t in training and he wasn’t anywhere near a qualifying time. And nor did he have a chance of achieving a qualifying time. Then there was a big public discussion that maybe he should be in the relay team, but he would have to run first in case he injured another runner and this debate went on for a while taking up media time.

But, he wasn’t close to qualifying for the team (it will probably take another 2 – 3 years of training) but he sure hogged a lot of pre-Olympic media time and attention.

Our actual Olympic athletes got just about zero.

And what about Natalie du Toit? She is disabled, qualified for the team and quietly got on with her training – and now she has performed more than admirably in her able bodied race. And prior to the race she has been the darling of the foreign press. They have love her in Beijing. She is our real super hero but we seem to have ignored her.