BBH Breaks New NYC2012 Campaign

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Billy Crystal goes to bat for New York's bid for the 2012 Olympics.
BBH/New York has unveiled a new pro bono campaign for NYC2012, the committee leading New York City's bid to host the Olympic Games in 2012. The campaign is based around the tagline "The Signs Are Everywhere" and leads off with a series of spots starring Billy Crystal. Crystal, filmed by @radical.media's Rick Lemoine, details supposedly eerie parallels that all seem to suggest that New York is destined to host the Olympics. A women's swimming record is the same as the amount of time it takes to ride Coney Island's Cyclone, for example. Similar coincidences are outlined in outdoor ads and in a series of animated spots from Brand New School.

"For the most part, they're pretty accurate," BBH art director Gianfranco Arena says of the parallels. "We did a lot of research to find these strange coincidences." Of course, you've got to let Billy Crystal ad lib a little. For the record, a sandwich at the Carnegie Deli weighs about as much as an Olympic Gold Medal, not -- as Crystal claims -- "exactly the same as Olympic gymnast Olga Korbut."

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