IOC 'athletes' by SRA Rushmore/United Madrid

The International Olympic Committee has launched its first global campaign, entitled "The best of us", since awarding creative duties to WPP-owned United.

The first phase of activity in the run-up to the Beijing 2008 Olympic Games features a 60-second TV ad with athletes from all over the world declaring, "I'm an athlete."

This follows a series of open and honest vignettes in which they share flaws such as "I'm not big eared" and "I'm not a runt".

The TV spot will be broadcast for the first time during the 11th IAAF World Championships in Osaka on August 26.

This first phase of creative development was led by SRA Rushmore/United in Madrid.


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