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On July 20, 2010, James Cracknell, a British Olympic medalist in rowing and sometime cyclist, suffered a near-fatal bike accident outside Winslow, Ariz., during an attempt to cycle, row, run, and swim from Los Angeles to New York. The crash left him in critical condition and resulted in lasting brain damage. It could have been worse had he not been wearing a helmet. Now, to commemorate the one-year anniversary of his accident, Cracknell has stepped up to film a cycling-safety spot from AMV BBDO in London titled "Use Your Head.
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