ET the gains begin,’’ is the priceless slogan Gruen Sweat is using for Gruen’s special London Olympic Games episodes.
Host Wil Anderson and regular panelists Todd Sampson and Russel Howcroft will be joined by special guests who help answer the perennial Gruen question ‘‘ Why do we buy what we buy’’.
Anderson sounds match-fit as he answers Switched On’s queries like the seasoned media athlete he is. So who will have more spin than the discus? Discuss.
‘‘ We can look at it from the top down, the way the Olympics are being sold as a brand. Then you get to the athletes themselves, some of whose lives will change forever and it’s about how they’ll cash in on that moment,’’ he says.
‘‘ We’ll be talking about how tightly the Olympics control their own brand. We couldn’t call our show Gruen Olympics or even Gruen Games. There are even cafes in London who have had to change their name from Olympic cafe.’’
Anderson and team will run a keen eye over athletes’ endorsement deals.
‘‘ Look at Usain Bolt, we used to call Ricky Ponting the Endorsenator but he’s nothing compared to Usain Bolt,’’ he says. Bolt’s Puma deal is worth $19 million alone.
‘‘ What if Usain Bolt comes second because he’s spent too much time flogging watches in the build-up?’’
After the 4 x 40minute episodes of Get set: Wil Anderson cheers for gold. Gruen Sweat end, the second season of Gruen Planet starts with a nod to the Olympics.
‘‘ I can tell you something a bit juicy. We’ll have a new segment called PersonalWorst that’ll highlight the worst performances by sports people in ads. We have about
20,’’ he says. Gruen Sweat, ABC1, tonight, 8.30pm