Great Britain's Marlon Devonish is the centerpiece of this visually powerful ad from TBWA London for GlaxoSmithKline, which gets really, really inside the athlete's body.
The ad celebrates GSK's role as the official Laboratory Services Provider for the Games, providing anti-doping testing. The Lab starts operating today, working round-the-clock. According to a statement, more tests will be carried out at this year's Games, than at any other Olympics event in history. Every medallist and up to 50% of athletes will be tested for drugs. OOH ads featuring athletes will appear across the U.K. as well, starting next week.