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17 Aug 2009
IOC News , Press Release

The IOC Launches Latest Element of “The Best of Us” Campaign

The International Olympic Committee (IOC) today announced the launch of the latest component of “The Best of Us” promotional campaign, a multifaceted, global effort that aims to bring the Olympic values to life and engage young people around the world.
The animated commercial, entitled “All Together Now,” was broadcast for the first time by the IOC’s broadcast partner in the United States, NBC, during the 12th IAAF World Championships in Athletics, in Berlin, Germany, on 15 August.
In the 30-second public service announcement, six larger-than-life Olympic athletes are depicted literally pulling countries together, symbolising the inspiration of the athletes and their superhuman abilities to unite the world in the spirit of Olympism. 
The spot will be made available to broadcasters across the world, and can also be viewed on the IOC’s website.
View the new spot
The objective of the promotional campaign is to communicate the key Olympic values of Excellence, Friendship and Respect to a global youth audience. “The Best of Us” 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 their best.
The campaign was developed by the Voluntarily United Group of Creative Agencies (United), part of the WPP Group. The creative development was led by Cole Weber, based in Seattle, USA. The animated commercial was directed by the young French directing duo, FX Mat, of Nexus Productions.
The IOC is working with United on a multi-dimensional campaign approach consisting of TV, online, print and PR activities. The campaign will be rolled out in a phased approach in 2009 and beyond.
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 Click here to see the first phase of “The Best of Us” campaign (2007/8) 
For information on Cole Weber:
For information on the Directors of the public service announcement: 
For further information, please contact the IOC Communications Department, tel: +41 21 621 60 00, email:
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