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Sochi Unveils Worst Olympic Slogan Yet

The 2014 Sochi Olympics are only 500 days (think of all the Hot Olympians to come!) and so the Russian Olympic organizers are starting to tease out some bits about the upcoming games, first up, the new slogan: "Hot. Cool. Yours." ("Жаркие. Зимние. Твои")

Um. What?

A more literal translation of the slogan has it as: "Hot. Wintry. Yours." Which still really doesn't help.

According to Global Voices’ Andrey Tseliko: "The Russian version of the slogan is plural, which in combination with ‘жаркие,’ makes people think of the words ‘passionate,’ ‘fervent,’ and ‘sultry,’ rather than simply temperature.” 

That seems a much more apt description of the Olympics, even if the Winter games don't usually require as many condoms as its summer counterparts. 

The Olympic committee's explanation is as follows:

The slogan "Hot.Cool.Yours." is intended to be a universal solution successfully combining innovation and dynamism. The first part of the slogan, consisting of the two words “Hot. Cool.” symbolizes movement, evolution and moving forward. 

The word "Hot." reflects the intensity of sporting battle and the passion of the spectators, and it emphasizes the location of the Games, the southern resort city of Sochi. 

The word "Cool." references the timing of the Games, the fact that it is a Winter Games, as well as alluding to traditional perceptions of Russia as a country with a cold climate in the rest of the world. 

The last word "Yours." symbolizes personal involvement and shows that while the Games is a large-scale national project, everybody can share in the victories at the Games and the sense of pride. 

The dot after each word draws a parallel with high technologies (.ru) and the emblem of the Winter Games in Sochi.

So now you know. Get excited!!!

[Sochi 2014 and Global Voices]

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