Heading `Ambush Advertisers' Off At The Pass

How galling. An advertiser spends millions to be an Olympic sponsor--only to find competitors running spots during the games as if they were, too. In 1992, American Express showed ads set in the French Alps, site of the winter games that year, that knocked sponsor Visa. And in the 1994 Winter Olympics, Wendy's International upstaged sponsor McDonald's with its founder, Dave Thomas, performing fantasy feats such as the bobsled run.

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