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NEW YORK The International Olympic Committee began running a new youth-targeted campaign from Cole & Weber United in Seattle this week featuring an animated commercial touting themes of friendship and unity.
The 30-second spot, directed by FX & Mat of Nexus Productions, shows six larger-than-life athletes in a global tug of war that pulls their countries together at the end to form an image of the globe. Continuing the messaging that began in a 2007 campaign from sister agency Sra Rushmore/United, Madrid, Spain, the spot, which has no dialogue, ends with “The best of us” tagline.
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