Fri | Aug 17, 2018

Brilliant, Digicel, but shameful, too?

Published:Tuesday | March 31, 2015 | 12:00 AM


I sat anxiously in my living room as I prepared to watch the 200m finals at Boys and Girls' Championships last Saturday. At the sound of the gun, it was as if I was there running on the track with those extremely talented youngsters.

As a self-declared Calabar girl, I was celebrating O'Hara's victory long before he crossed the line. What hit me for six was seeing the young sprinter strip his gear to reveal the words, 'Be Extraordinary', at the end of the race.

Was it brilliant or was it shameful? I think it was brilliant, but I am concerned that, once again, Jamaica is a step behind in rules and regulations.

Champs is the Olympics of Jamaica, so the importance of the event is a no-brainer. Therefore, rules should have been in place to ensure that sponsors, athletes and any other stakeholders are protected. In this case, LIME is the only

one hurt, as O'Hara is sitting pretty with a nice endorsement from one of Jamaica's biggest companies.

As for Digicel, we all have to admit that it was an ingenious way to announce Michael O'Hara as their ambassador. Everyone is talking, everyone is aware of its newest ambassador, and everyone now associates 'Be Extraordinary' with the brand.

Mission accomplished, Digicel, and lesson learnt, LIME.