(ATR) Roger Federer battles an asteroid, Yelena Isinbayeva vaults a glacier and Kenenisa Bekele bounds up a mountain in a new IOC public service announcement that uses athletes to teach young people about the Olympic values of excellence, friendship and respect.
The TV spot is part of the “Best of Us”, a marketing campaign developed by the Voluntarily United Group of Creative Agencies, part of WPP.
An IOC media release says the new TV spot, titled “Heroes” is “a simple, powerful idea that transcends cultures and borders, motivating young people around the world to participate in sport by proving that sport can bring out the best of them”.” according to an IOC media release.
Another public service announcement, called “Teens”, features adolescents from different cultures denying negative stereotypes about themselves in their native language. They redefine themselves as athletes instead of insulting terms, such as “four-eyes” or “useless”.
The IOC and United will expand the program in phases in the run up to Beijing and beyond, focusing on TV, online, print and viral promotion.
Other athletes involved in the Heroes spot include Yao Ming, Laure Manaudou, Liu Xiang and Haile Gebrselelassie.
“The Best of Us” is a successor to the “Celebrate Humanity” campaign launched in 2000. That campaign includes spots narrated by actor Robin Williams.
Written by Eric Connelly. Click here to see the latest Around the Rings Olympic Bid Power Index -- the only authoritative ranking of the 2016 bid cities.
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