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SBD Global/August 16, 2012/Marketing and Sponsorship

U.K. Government Uses Bolt, Farah In Ad Campaign That Gives Thanks

The U.K. government issued a new campaign under its "GREAT Britain" banner to thank the athletes, volunteers and the public for what Culture Secretary Jeremy Hunt has called a "truly great Games," according to Loulla-Mae Eleftheriou-Smith of CAMPAIGNLIVE.co.uk. On Wednesday, the Department for Culture Media and Sport released the ads that will "run for two weeks across 500 outdoor spaces across U.K. train stations." The outdoor spaces where the ads will be posted were donated by Network Rail. The first of the two ads displays the Olympic rings from the Opening Ceremony, with text reading: "This is GREAT Britain. Thank you to everyone who took part in London 2012." The second features British Gold Medalist Mo Farah "imitating world record holder Usain Bolt's signature arm gesture, next to Bolt imitating Farah's 'Mobot' celebration" (CAMPAIGNLIVE.co.uk, 8/15).
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