IOC launches "The Best of US" campaign

From a press release by the IOC:

The International Olympic Committee (IOC) today launched the first element of its new global promotional campaign, entitled “The Best of Us”.

The television advert is now on the IOC’s website at: www.olympic.org. It will also be broadcast over the air for the first time on the IOC’s broadcast partner NBC in the United States during the 11th IAAF World Championships in Athletics Osaka on 26 August.

The IOC’s 2007/8 promotional campaign objective 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 their best.

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.

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

IOC and the “The Best of Us”