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IOC pushes friendship and unity with new commercial

The International Olympic Committee (IOC) has launched 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.

An animated commercial, entitled “All Together Now,” was broadcast for the first time by NBC during the 12th IAAF World Championships in Athletics, in Berlin, Germany.

In the 30-second public service announcement, six larger-than-life Olympic athletes are depicted literally pulling countries together, symbolizing the inspiration of the athletes and their superhuman abilities to unite the world  through friendship and unity. Continuing the messaging that began in a 2007 campaign the spot ends with “The best of us” tagline.

The commercial is part of the IOC’s ongoing attempt to engage young people in the Olympics and the spirit it represents, especially in between events.

“We want to maintain relevance,” said Timo Lumme, IOC director for television and marketing. “We don’t want to go silent in between games.”

The Winter Games are set for Vancouver in February and the first Summer Youth Olympic Games will be held in Singapore next August.

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.

Check out the spot and tell us what you think:

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