I also noticed a different kind of strategy in support of the Games in the same area of the city. Banners hanging from lampposts advertised the Games, but were not quite ads.
This banner shows P&G's support of cyclist Mark Cavendish of Team GB. This isn't exactly an ad for either the event or the company, but was nevertheless calling attention to both, with emphasis on the games and the host country.
Another ad I saw was on the underground, and mentioned the Games with the specific purpose of warning London locals about possible disruptions to their daily routines due to the games. This ad explained the specific traffic lanes the city has marked as "games lanes" that will need to be cleared during the events:
Signs at bus stops whose routes will be affected were also clearly marked all around the city as a reminder to citizens, with a number to call with questions.
Excitement for the Games and support of the city and country were obvious throughout London and in the media all around, but an interesting facet of that is concern for the citizens of London.