Do Fatter Asses Lead to Bigger Slogans?

One of my guilty pleasure online destinations is the British-based Sun Newspaper (and it’s not for the Page 3 girl). I find the entertainment gossip amusing, the football (soccer) news occasionally informative and the headline & copy writing a real treat..

Today, I can across this story that reported on London Olympic facility designers making seats bigger because, well, spectator’s seats are bigger. That is, people are getting fatter and the stadium seating needs to be more spacious to accommodate them.

To quote:

OLYMPICS chiefs have ordered super-sized seats for London’s 2012 Games — because fans are getting FATTER.

All 20,000 chairs at the capital’s gleaming new Aquatic Centre will be 4cm wider and 5cm deeper than originally planned.

Organisers agreed to the changes after talks with stadium designers, who warned normal-sized seats would be unable to cope with a bulkier UK population by 2012.

It would be my personal hope that people interested in attending sporting events would themselves be participants in physical activities and fitness of some sort. But perhaps that is naive and not a particularly well-supported position if you’ve been to an NFL football game (where, at least, pant seams are well-supported).

So…my challenge is to consider how this will be marketed. After all, the honest truth (Built Ford tough???) will hardly endear fans to the games organizers. Setting aside that there is now more space on the seats for corporate advertisers to flog their wares, I’ve jotted down potential slogans/pitches:

- Olympic-sized seats for Olympic-sized spirit

- Where the only thing spilling over the side is water

- London 2012: The Biggest Games Ever

- Free Deep-fried Mars bar with every seat purchase

And so on….These are off the top of my head. Thoughtful suggestions welcome as well…

P.S. Obesity is a serious issue and this is not a good sign for us all.

Tags: slogans, Olympics, marketing, London 2012, obesity