The Friday Breakthrough is Ottawa’s weekly roundup of some of the Internet’s best marketing and social media articles for a less-than-intense day at the office. For the duration of the Winter Olympic Games, the Friday Breakthrough will be dedicated to reviewing The Good, The Bad and The “What Were They Thinking?!” of the marketing of the Vancouver Olympics.

Part Two: The Bad – WonderBread

“Let’s throw some winter sports gear on the usual cute kids we use and they’ll be so adorable no one will notice our lack of an idea.”Wrong.

So much of this latest round of Olympic advertising isn’t so much “bad” as it is purely mediocre. Safe, nothing unexpected, it gets the message across while drowning in mediocrity. Kinda makes me long for some more of the self-indulgent, big-budget shenanigans of Coca-Cola and the other commercial stars of the last Super Bowl offering. My commentary on Bell, Petro Canada and Panasonic’s Olympic performance: “Meh.”

Don’t miss next week’s Friday Breakthrough when we serve up one hot mess of Olympic Marketing. We advise you to be sitting down for it. The trainwreck that is “What Were They Thinking?!” makes its Olympic debut only on MB’s Friday Breakthrough.