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SBD Global/July 25, 2012/Marketing and Sponsorship
Samsung, Lego and P&G Kick Off Olympic Campaigns This Week
Published July 25, 2012
GREAT START: CAMPAIGN LIVE's Loulla-Mae Eleftheriou-Smith reported that TOP sponsor Proctor & Gamble's shaving brand, Gillette, has unveiled a major outdoor push as part of its "Great Start" Olympic campaign. The campaign features brand ambassadors such as British cyclist Chris Hoy, British swimmer Liam Tancock and U.S. sprinter Tyson Gay. The campaign was created by advertising agency Abbott Mead Vickers BBDO. It has erected ads on three tower blocks in Stratford "overlooking Olympic Park" (CAMPAIGNLIVE.co.uk, 7/24).
BUILDING BLOCKS: Smith also wrote that Lego is "the latest brand to advertise its Olympic credentials this week in an outdoor push for its Team GB minifigures range." A total of 35 ads were created by Dazzleship and feature the different Lego Team GB figures "smiling above a strapline wishing the different athletes good luck." The figures range from boxers to gymnasts to swimmers (CAMPAIGNLIVE.co.uk, 7/24).