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SBD Global/June 28, 2012/Marketing and Sponsorship
McDonald's Launches $15.5M 'We Are The Games' Olympics Ad Campaign
Published June 28, 2012
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” (CAMPAIGNLIVE.co.uk, 6/27).