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NEW YORK To light a fire under its advertising efforts during the Olympics, consumer electronics giant Samsung signed Italian skiing legend Alberto Tomba to appear in ads, which debuted during the opening weekend.
The “Samsung Salutes the Olympic Games” TV spot, created by Publicis Groupe’s Leo Burnett in Chicago, will air globally throughout the Winter Games. It shows Tomba, who has three gold medals to his credit, running with the Olympic torch. Fans salute him with their illuminated Samsung mobile phones.
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