The financial planning firm will pip other sponsors, including British Airways, EDF Energy and Adidas, to the post by launching a £5m trio of ads on 2 March, highlighting its role as an official sponsor of the Games.
The ads, which range from 20 to 50 seconds in length, feature a number of young athletes in the colours of the Union Jack performing acrobatic moves. Each one ends with a shot of an athlete transforming into the figure of the brand's iconic 'Widow' character, who appears in her traditional black cape.
The executions, which are the latest created for Scottish Widows by Leo Burnett, will run until the Beijing Olympics later this year.
Scottish Widows is stepping up its efforts to generate awareness of its association with London 2012. It recently recruited former Olympic athlete, Roger Black, and paralympic medallist Sarah Storey to front its work. It also launched a competition MSN late last year offering tickets to the Beijing Games.
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