❚ ON NOV 28 SPANDAU BALLET’S 1983 chart hit Gold is re-released as an iTunes download newly remixed by superstar trance deejay Paul Oakenfold. But there’s a twist involving 20 fans who stepped up to the mike to record the chorus of the song that has echoed throughout sporting arenas the world over.
In 1981, Cadbury launched its Wispa chocolate bar with bubbles as a competitor to Rowntree’s Aero. Now that Cadbury is the Official Treat Provider of the London 2012 Olympic and Paralympic Games, the bar is relaunched as Wispa Gold with caramel, retailing at 56 pence. The London 2012 Games offer a billion-pound retail opportunity that is unlike anything Britain has experienced before and a quarter of these sales are likely to be made in the final months of this year. When 25m Brits watched the recent Royal Wedding, total revenue hit £50m, so retailers are keen to capitalise on London 2012.
Cadbury is investing £8m in an advertising and sponsorship campaign plus another £1.5m on marketing, all aiming to support Team GB ahead of the 2012 Olympics with the slogan Keep Them Pumped.
Six of pop’s greatest power training anthems have been re-recorded as campaign soundtracks to encourage athletes preparing for the July Games. New music videos have been shot for The Final Countdown, Simply the Best, Danger Zone while an epic video for We Will Rock You [below] has enlisted more than 200 inhabitants of Merthyr Tydfil to cheer on their Olympic hockey player Sarah Thomas.
Spandau’s sleek and glitteringly golden video for the Oakenfold remix features Team GB athlete and BMX champion Shanaze Reade, plus the 120 fans selected in online auditions who then came into the studio to give full voice to the chorus. Below, we see one of them definitely getting into the Olympic spirit. “The song will be equally at home in the charts as it will in the clubs,” reckons the optimistic sax player Steve Norman. Oakenfold has one word for it: “floor-filler”.