MIKEY CAHILL

Herald Sun - Switched On - - On The Couch -

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

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