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The Best of Us The Best of Us

The Best of Us Campaign: the objective of the IOC’s 2007/8 promotional campaign is to communicate the key Olympic values of Excellence, Friendship and Respect to a global youth audience.

The theme of the campaign is "The Best of Us" - 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 in themselves.

The campaign has been developed by the Voluntarily United Group of Creative Agencies (United), part of the WPP Group. This first phase of creative development was led by Sra Rushmore / United, Madrid.

The IOC will work with United on a multi-dimensional campaign approach, comprising TV, online, print, viral promotion, experiential and PR activities. The global campaign will be rolled out in a phased approach in the run-up to the Beijing 2008 Olympic Games and beyond.


Public Service Announcements


Legendary Olympic athletes including Roger Federer, Yao Ming, Laure Manaudou, Liu Xiang and Yelena Isinbayeva are among the stars of the International Olympic Committee’s public service announcement entitled "Heroes".

"Heroes" leverages the determination and performance of Olympic athletes to communicate the key Olympic values. The campaign also stars Kenenisa Bekele, Haile Gebrselelassie, Vanessa Ferrari and Carolina Kluft who, along with those mentioned above, star as superheroes seeking to achieve the seemingly impossible.

© Music composed by John Walsh


The “Teens” television advert communicates that being an athlete can help teens overcome their insecurities – either real or those imposed by their peers. It aims to demonstrate how sport can play an important role in boosting young people’s confidence. The film features young athletes from across the world, including Armenia, Belgium, Brazil, China, Egypt, Germany, Ghana, India, Israel, Japan, Mexico, Russia and the United States.



Spanish artist Jesús Morilla created the “The Best of Us” artwork which features his interpretation of the Olympic Values of Excellence, Friendship and Respect.




Digital Media

Alex Puskitas, the fictional athlete

Alex Puskitas is a fictional, underdog athlete that incorporates all we want to express with the «Best of Us» campaign. He is capable of overcoming the odds and ‘bringing out his best’ in order to achieve his goals. He symbolizes the spirit of the athlete - the participation and striving to be your best.