Even seven months after the Olympics, I still get shivers watching this video clip, or any Olympic clip for that matter. In fact, I just spend the last half hour watching as many Olympic clips as I could find, simply because they brought me great happiness. The Olympics made such an incredible impact on many people around the world. Personally, I attribute at least some of the positive atmosphere and immense happiness that surrounded the Olympics to Nikki Yanofsky’s “I Believe”. I remember I would deliberately watch the commercials after a Canadian medal was won, just so I could see the “I Believe” song played with clips of the athlete’s winning event. That in itself was quite brilliant marketing on CTV part. By putting the “I Believe” song after commercials, they knew that they could consequentially charge more for commercials. Although I’m sure those commercials brought in immense extra revenue for CTV, I personally am not bothered by that bit of information. To me, the song wasn’t about making a few extra dollars (or millions of dollars), to me, the song was about the feeling that the Olympics provided us. It was about a country coming together as one; it was about believing in what was possible and always striving to be the best. Watching this video reminds me of all the amazing things Canada has to offer. So yes, it was a perfect marketing scheme, and judging by the fact that the song hit #1 before the Olympics even started, I’m sure the revenue created by it was unimaginable, but this song was so much more than that. This song carried the world through one of the best Olympics ever.
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