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SBD/February 17, 2012/Marketing and Sponsorship
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Published February 17, 2012
GLOBAL REACH: Coca-Cola Wednesday announced its plans for a global ad campaign around the London Games. The effort, dubbed "Move to the Beat," was created by London-based agency Mother and features a music track called "Anywhere in the World" written by Mark Ronson and Katy B. The ads include 30- and 60-second spots, plus two longer films running two and four minutes. U.S. hurdler David Oliver, Russian runner Kseniya Vdovina, Singaporean archer Dayyan Jaffar and Mexican taekwondo fighter Maria Espinoza appear in the effort (Coca-Cola Co.). In N.Y., Stuart Elliott noted Coca-Cola debuted the “Anywhere in the World” music video on YouTube Wednesday, and the song will “serve as an anthem for Coca-Cola’s Olympic sponsorship efforts.” Coca-Cola Global Senior VP/Sparkling Brands Shay Drohan said the campaign represents “the coming together of pop culture, music, sport and celebrity in London.” Drohan said that there are “also plans for Mr. Ronson and Katy B to perform live in London during the Summer Games.” The commercials will start “running on television this month in Europe and then appear in other countries on a rolling schedule between now and July 27, when the 2012 Summer Olympic Games are scheduled to begin” (NYTIMES.com, 2/15).