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SBD Global/June 28, 2012/Marketing and Sponsorship

McDonald's Launches $15.5M 'We Are The Games' Olympics Ad Campaign

McDonald's has finally revealed details of its Olympic and Paralympic campaign, which will be called  "We All Make The Games," and will involve "guerrilla film crews and a TV campaign that will celebrate the people and moments of the games," according to John Reynolds of BRAND REPUBLIC. McDonald’s said that it was spending £10M ($15.5M) on the campaign, which will run for 10 weeks over the summer. McDonald’s has chosen to launch its campaign "close to the start of the Olympics." Filmed documentary material and user-generated content will also be used "across social channels, outdoor sites such as the Piccadilly Lights, and the interior of its flagship restaurant at the Olympic Park, which will show personal stories from around the country" (, 6/27).

BOLTED OFF: CAMPAIGN LIVE’s Sarah Shearman noted that Virgin Media has been “rapped by the ad watchdog for two online ads featuring [Jamaican sprinter] Usain Bolt as Richard Branson, after BSkyB challenged its broadband speed claims.” A message on Virgin Media's website "featured Bolt delivering 'a message from Richard Branson,' claiming that he was doubling everyone’s broadband speeds 'because I can'." Sky contested that “the small print, saying broadband speeds would only be doubled in cabled areas and customers who already have a 100Mb connection would get a price cut instead of double speed, was misleading and contradicted the main claim.” Virgin Media launched the Bolt ad campaign, created by DDB U.K., in January. It was the “biggest campaign to date for the telecoms provider” (, 6/27).
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