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SBD Global/January 30, 2014/Marketing and Sponsorship

Guinness 'Tearjerking' Sochi Ad Will Have Short Life Because Of Marketing Rules

Guinness released the most "tearjerking ad" of the 2014 Sochi Games so far on Monday, "telling the story of an athlete who gave up her spot in the Olympics so her twin sister could take part," according to THE DRUM. AdAge reported that viewers "will have to watch the ad quickly before it disappears on Thursday morning." The spot features U.S. biathlete Tracy Barnes, "who recently gave up her place on the U.S. Olympic Team to her twin sister, Lanny." Guinness said that the ad will disappear on Thursday because U.S. Olympic Committee rules "generally ban marketers who are not official sponsors from featuring Olympic competitors." This year's ad blackout runs from Thursday until Feb. 26 (THE DRUM, 1/28).
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