Australia's London Olympians are an unhappy lot.
Or so you would think looking at the Qantas signs in Melbourne Airport.
The airline is running a sponsorship promotion wishing our Aussie gold medal hopefuls good luck before they leave for London.
Concourse billboards present a short message of encouragement topped by rather sullen images of athletes representing popular sports.
The problem is the sports stars look positively intimidating and unapproachable in the images.
OK, we expect our athletes to be focussed on the upcoming competition. At the same time we also want them to enjoy the London Olympics which after all are a celebration of sporting achievement.
Which begs the question. Why do marketers routinely choose haughty or sullen images in their advertising?
Disdainful looking models, aggressive looking sportsmen and minor celebrities looking down their noses at the rest of us. They're everywhere in today's advertising.
Why would anybody want to buy or support anything associated with such unfriendly looking and pampered people?
I'd much rather a pleasant looking person conveying my messages. After all a friendly face stands more chances of winning friends, fans and followers any day.
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