Olympic values unite athletes and fans in new global IOC campaign
AdvertiserInternational Olympic Committee
SectorMedia / Entertainment Brands and Sport brands
Four spots feature celebrity voiceovers and music by Questlove
To coincide with the Olympic torch lighting in Greece today, The International Olympic Committee (IOC) is launching a global campaign from VML that celebrates Olympic values with the message, "Together we can change the world." Four spots — "Together," "Counting Stars," "Breath" and "Respect" — showcase the Olympian values of honor, valor and amity with images of athletes competing and fans cheering them on. Questlove created the soundtrack, re-recording "The Fire" with various artists around the world, including Lenny Kravitz and Corinne Bailey Rae. The 90-second, 30-second and 15-second spots will be broadcast on TV and promoted across digital and social platforms in English, French, Spanish and Portuguese. Cultural icons for each region provide the voiceover, including Uma Thurman and Juliette Binoche.