Pharmaceuticals giant GlaxoSmithKline has today launched a new campaign, devised by TBWA/London, geared toward highlighting its role in anti-doping efforts at the London Olympics.
Coinciding with the launch of the London 2012 anti-doping laboratory, provided by GSK in partnership with the Olympics organising committee and Kings College London.
This will test every medalist and as many as 50% of all athletes, more than at any other Games, to ensure that the summer Games are as clean as possible.
Featuring British Olympic and Paralympic athletes including Phillips Idowu, Beth Tweddle, David Weir, Graham Edmunds and Marlon Devonish the campaign celebrates the motivation and ambition that drives athletes to perform and win without the aid of performance enhancing drugs.
It will appear on outdoor advertising spaces throughout the UK, including Britain’s largest London2012 outdoor sign emblazoned across GSK’s Brentford HQ.
Phil Thompson, senior vice president, global communications at GlaxoSmithKline, said: “Our contribution to the London 2012 Games, through our partnership with LOCOG and King’s, is to help ensure that every medal winner can celebrate their athletic achievement in the knowledge they have won through a fair competition. Our advertising campaign aims to showcase the hard work, determination and natural ability that is central to each athlete’s performance.”
Marlon Devonish, Olympic gold medalist and one of the athletes featured in the campaign, said: “Winning an Olympic medal is the best feeling in the world and as an athlete it’s so important to know that anyone who stands on the podium has got there through their own hard work and dedication, not by doping. The work done by GlaxoSmithKline, LOCOG and King’s to provide the London 2012 anti-doping programme helps to give athletes the assurance that the Games will be fair and athletes are competing clean.”
The television advert will first air on the 16th July at 8.45pm on ITV and be seen throughout the Games. The outdoor advertising executions will appear from Monday the 23rd July.