IOC Launches New TV Ad Campaign

The International Olympic Committee (IOC) has launched the first element of its
new global promotional TV advertising campaign in the run up to next year’s
Olympics, entitled ‘The Best of Us’.

The advert, which is the first work for the IOC produced by advertising
agency WPP-owned United, is being broadcast across the world during coverage of
the World Athletics Championships currently taking place in Osaka, Japan.

The IOC’s 2007/8 promotional campaign objective is to communicate the key
Olympic values to a global youth audience.

The global campaign will be rolled out in a phased approach in the run-up to
the Beijing 2008 Olympic Games and beyond.

The IOC will work with United on a multi-dimensional campaign approach,
comprising TV, online, print, viral promotion, experiential and PR activities.

United beat off competition from Havas, Leo Burnett and incumbent agency
Saatchi & Saatchi to land the account after the shortlist was announced in
November last year.