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The Sun readies Olympics ad campaign inspired by Chariots of Fire

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By The Drum Team, Editorial

December 22, 2011 | 1 min read

The Sun is to launch a new advertising campaign on 1 January to mark the start of London's Olympic year.

The tabloid has worked with ad agency WCRS to create 30 and 60-second ads based on the Olympics-themed film Chariots of Fire.

They show the film's star, Nigel Havers, sitting on a deckchair reading The Sun while the great British public run past in slow motion to the memorable strains of the Vangelis theme tune.

The Sun will then encourage viewers to film themselves carrying out tasks in slow motion. An app on The Sun's Facebook page will automatically overdub the movie's music and the best clips will be shown on the paper's website.

Rob Painter, marketing director at The Sun, said: “There isn’t a brand in the country that can ignite and capture the mood of the nation like The Sun.

“That’s why we are committed to making London 2012 a great British Olympics and why we want to encourage our audiences to get involved and become a part of the Games.”

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