{"id":2464,"date":"2026-01-16T14:27:00","date_gmt":"2026-01-16T14:27:00","guid":{"rendered":"https:\/\/www.iforbes.cz\/?p=2464"},"modified":"2026-01-18T14:30:57","modified_gmt":"2026-01-18T14:30:57","slug":"warner-bros-discovery-predstavila-novy-olympijsky-spot-k-milanu-cortine-2026","status":"publish","type":"post","link":"https:\/\/www.iforbes.cz\/index.php\/2026\/01\/16\/warner-bros-discovery-predstavila-novy-olympijsky-spot-k-milanu-cortine-2026\/","title":{"rendered":"Warner Bros. Discovery p\u0159edstavila nov\u00fd olympijsk\u00fd spot k Mil\u00e1nu\u2013Cortin\u011b 2026"},"content":{"rendered":"\n<p><strong>Zimn\u00ed olympijsk\u00e9 hry Mil\u00e1n\u2013Cortina 2026 odstartuj\u00ed za necel\u00fd m\u011bs\u00edc. Medi\u00e1ln\u00ed spole\u010dnost Warner Bros. Discovery (WBD) proto p\u0159edstavila nov\u00fd audiovizu\u00e1ln\u00ed spot, kter\u00fd bude centr\u00e1ln\u00edm motivem olympijsk\u00e9ho vys\u00edl\u00e1n\u00ed. Vytvo\u0159il jej intern\u00ed kreativn\u00ed t\u00fdm WBD ve spolupr\u00e1ci s oce\u0148ovan\u00fdm re\u017eis\u00e9rem Bartem Timmerem. Spot bude ofici\u00e1ln\u011b za\u0159azen do vys\u00edl\u00e1n\u00ed 16. ledna 2026 a jako takov\u00fd bude sou\u010d\u00e1st\u00ed aktu\u00e1ln\u00ed 360stup\u0148ov\u00e9 kampan\u011b s podtitulem <em>Your Olympics. Your Way.<\/em> na line\u00e1rn\u00edch kan\u00e1lech, streamovac\u00edch platform\u00e1ch i soci\u00e1ln\u00edch s\u00edt\u00edch.<\/strong><\/p>\n\n\n\n<p>Minutov\u00fd spot se odehr\u00e1v\u00e1 v alpsk\u00e9 horsk\u00e9 vesni\u010dce, jej\u00ed\u017e obyvatel\u00e9 s nap\u011bt\u00edm o\u010dek\u00e1vaj\u00ed, a\u017e na olympijsk\u00fdch hr\u00e1ch bude sout\u011b\u017eit jeden ze soused\u016f jako \u010dlen n\u00e1rodn\u00ed sportovn\u00ed delegace. V \u00favodu klipu jsou postupn\u011b p\u0159edstaveni jednotliv\u00ed obyvatel\u00e9 vesni\u010dky: hrd\u00e1 babi\u010dka, jej\u00ed\u017e vnuk se her z\u00fa\u010dastn\u00ed, nerv\u00f3zn\u00ed peka\u0159, kter\u00fd se sna\u017e\u00ed vytvo\u0159it tematick\u00e9 pe\u010divo, a dal\u0161\u00ed soused\u00e9 a rodiny sleduj\u00edc\u00ed d\u011bn\u00ed na olympi\u00e1d\u011b. S t\u00edm, jak nap\u011bt\u00ed ve vesnici stoup\u00e1, se v\u0161ichni sejdou, aby sledovali prvn\u00ed vhod curlingov\u00e9ho z\u00e1pasu. Vys\u00edl\u00e1n\u00ed je ale zni\u010dehonic p\u0159eru\u0161eno ve prosp\u011bch sout\u011b\u017ee v alpsk\u00e9m ly\u017eov\u00e1n\u00ed.<\/p>\n\n\n\n<p>V\u0161e se tedy zd\u00e1 ztraceno a zklam\u00e1n\u00ed obyvatel je znateln\u00e9. V tu chv\u00edli nicm\u00e9n\u011b zakro\u010d\u00ed jeden z d\u016fmysln\u00fdch soused\u016f, kter\u00fd pohotov\u011b spust\u00ed HBO Max, kde jsou k dispozici \u017eiv\u00e9 p\u0159enosy v\u0161ech olympijsk\u00fdch sout\u011b\u017e\u00ed. D\u00edky tomu p\u0159epne zp\u011bt na curling a dav j\u00e1s\u00e1 ve chv\u00edli, kdy jejich z\u00e1vodn\u00edk p\u0159edvede perfektn\u00ed r\u00e1nu.<\/p>\n\n\n\n<figure class=\"wp-block-video aligncenter\"><video controls src=\"https:\/\/www.iforbes.cz\/wp-content\/uploads\/2026\/01\/MILANOCORTINA2026-Linear-Awareness-TV-Promo-1920x1080-30-INT-Eurosport-E_HBOMax.mp4\"><\/video><\/figure>\n\n\n\n<p><em>\u201eLetos jsme se rozhodli nedr\u017eet se obvykl\u00fdch narativ\u016f a zam\u011b\u0159it se na nov\u00e9 zp\u016fsoby, jak fanou\u0161ci Zimn\u00ed olympijsk\u00e9 hry pro\u017e\u00edvaj\u00ed. Nov\u00e1 marketingov\u00e1 kampa\u0148 tedy stav\u00ed do pop\u0159ed\u00ed HBO Max, p\u0159i\u010dem\u017e hlavn\u00edm c\u00edlem je, aby ji u\u017eivatel\u00e9 po cel\u00e9 Evrop\u011b skute\u010dn\u011b pova\u017eovali za vstupn\u00ed br\u00e1nu ke v\u0161emu olympijsk\u00e9mu. N\u00e1zev kampan\u011b Your Olympics. Your Way. je tedy pot\u0159eba vn\u00edmat jako skute\u010dn\u00fd slib, nejen jako tagline. Osobn\u011b m\u00e1m hlavn\u011b radost, \u017ee cel\u00e1 kampa\u0148 vznikla \u010dist\u011b v r\u00e1mci na\u0161eho intern\u00edho kreativn\u00edho a marketingov\u00e9ho t\u00fdmu,\u201c<\/em> \u0159\u00edk\u00e1 David Bernard-Bret, viceprezident pro marketing ve WBD Sports Europe.<\/p>\n\n\n\n<p>Zimn\u00ed olympijsk\u00e9 hry Mil\u00e1n\u2013Cortina 2026 bude v Evrop\u011b mo\u017en\u00e9 sledovat v r\u00e1mci v\u0161ech streamovac\u00edch pl\u00e1n\u016f dostupn\u00fdch na platform\u00e1ch HBO Max a discovery+. Prvn\u00ed jmenovan\u00e1 platforma je od ledna nov\u011b dostupn\u00e1 tak\u00e9 na trz\u00edch v It\u00e1lii a N\u011bmecku. \u017div\u00e9 vys\u00edl\u00e1n\u00ed her, je\u017e bude zahrnovat celkem 116 medailov\u00fdch event\u016f, bude zah\u00e1jeno 4. \u00fanora 2026 sout\u011b\u017e\u00ed sm\u00ed\u0161en\u00fdch dvojic v curlingu. Zahajovac\u00ed ceremoni\u00e1l prob\u011bhne o dva dny pozd\u011bji na stadionu San Siro v Mil\u00e1n\u011b.<\/p>\n\n\n\n<p>Pro WBD jde o prvn\u00ed olympijsk\u00e9 hry spadaj\u00edc\u00ed do nov\u00e9ho cyklu vys\u00edlac\u00edch pr\u00e1v vypl\u00fdvaj\u00edc\u00edho ze smlouvy uzav\u0159en\u00e9 s Evropskou vys\u00edlac\u00ed uni\u00ed (EBU) a Mezin\u00e1rodn\u00edm olympijsk\u00fdm v\u00fdborem (IOC) v roce 2023. Krom\u011b nadch\u00e1zej\u00edc\u00edch her v roce 2026 do n\u011bj spadaj\u00ed tak\u00e9 Letn\u00ed olympijsk\u00e9 hry v Los Angeles 2028, Zimn\u00ed olympijsk\u00e9 hry ve Francouzsk\u00fdch Alp\u00e1ch 2030 a Letn\u00ed olympijsk\u00e9 hry v Brisbane 2032.<\/p>\n\n\n\n<p><strong><u>Tv\u016fr\u010d\u00ed t\u00fdm kampan\u011b <em>Your Olympics. Your Way.<\/em><\/u><\/strong><\/p>\n\n\n\n<ul><li>Mana\u017eer kampan\u011b: Zoe Kinkaid<\/li><li>Seniorn\u00ed kreativn\u00ed mana\u017eer: J\u00e9r\u00f4me Bonnafoux<\/li><li>Kreativn\u00ed projektov\u00fd mana\u017eer: M\u00e9lanie Haag<\/li><li>Produk\u010dn\u00ed mana\u017eer: Etienne Rupp<\/li><li>\u0158editel kreativn\u00ed produkce: Alexis Thomas<\/li><li>\u0158editel kampan\u011b: Joshua Toff<\/li><li>Re\u017eis\u00e9r: Bart Timmer (HENRY)<\/li><li>Seniorn\u00ed kreativn\u00ed \u0159editel: Guillaume Mouill\u00e9<\/li><li>Viceprezident pro marketing: David Bernard-Bret<\/li><\/ul>\n\n\n\n<p><em>Foto: WBD<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Zimn\u00ed olympijsk\u00e9 hry Mil\u00e1n\u2013Cortina 2026 odstartuj\u00ed za necel\u00fd m\u011bs\u00edc. Medi\u00e1ln\u00ed spole\u010dnost Warner Bros. Discovery (WBD) proto p\u0159edstavila nov\u00fd audiovizu\u00e1ln\u00ed spot,<\/p>\n","protected":false},"author":1,"featured_media":2465,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"colormag_page_container_layout":"default_layout","colormag_page_sidebar_layout":"default_layout"},"categories":[56],"tags":[556,80,414,437,557,554,78,555,553],"_links":{"self":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts\/2464"}],"collection":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/comments?post=2464"}],"version-history":[{"count":1,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts\/2464\/revisions"}],"predecessor-version":[{"id":2467,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts\/2464\/revisions\/2467"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/media\/2465"}],"wp:attachment":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/media?parent=2464"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/categories?post=2464"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/tags?post=2464"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}