The International Olympic Committee tomorrow kicks off its first-ever global branding effort. Ads from TBWA/Chiat/Day
, Playa del Rey, Calif., tell emotional stories of past Olympic athletes. The TV, radio and print campaign has been produced in English, French and Spanish to date, and is expected to be translated into a multitude of other languages for distribution in 200-plus countries. Actor Robin Williams provides the voice-over for the English-language TV ads. Media was either donated by Olympic sponsors or is part of a contractual agreement with the media outlets airing the Games. The media support is expected to be worth more than $150 million. IOC officials said only that it was "significant." The campaign theme line is "Celebrate humanity."
Copyright January 2000, Crain Communications Inc.