For Argentina, having the Olympics take place in London this year is a matter of national pride -- and not in a sports context. The Falkland/Malvinas Islands, which have been claimed by both the U.K. and Argentine governments as belonging to them, are the setting for a new spot by Y&R Buenos Aires.

In what can be characterized as a pretty bold move, WPP-owned Y&R and the Argentinean President's office sent Fernando Zylberberg, an Argentine athlete to train on the Islands for a week, without anyone noticing. And everything was filmed. Especially poignant is the shot where he kisses the ground while doing push-ups.

The stunt, has, of course, created controversy. The British government has condemned the spot for being insensitive, and a misuse of the spirit of the Olympic Games. WPP chief Martin Sorrell said in a U.K. publication.

In a statement, Y&R said that it strongly condemns the work of its Argentine agency and has asked the government there to pull the spot. The statement continued: "While we don't believe it was ever the intention of the ad's creators to desecrate a war memorial, they behaved in a manner that is unacceptable to our company. Furthermore it is against our policy to be involved in anything that is politically motivated. In addition, this spot was also offensive to the Olympics spirit."

You can see the case study on the right.