Pharmaceutical giant GlaxoSmithKline is to launch a multimillion-pound ad campaign featuring a string of British athletes, including Marlon Devonish and Phillips Idowu to highlight its role running the anti-doping testing laboratory for the London Olympic games.
GSK, opened the laboratory on Monday (July 16th). It claims the lab will run the biggest anti-doping operation in the history of the Olympic Games, is to launch a TV campaign breaking on ITV1 during Coronation Street.
The TV campaign, which features sprinter Devonish and the strapline "The crowd is my only drug", will run throughout the Olympic and Paralympic games. View it here: http://bit.ly/Mv5UWd
"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," said Devonish.
GSK is backing the TV push with nationwide billboards – which will feature athletes including Idowu, Beth Tweddle, David Weir and Graham Edmunds - which will include the giant advertising hoarding on the side of GSK's headquarters in Brentford, London.
GSK says that the billboard is wider than the wingspan of a Boeing 737 and claims it's the largest signboard featuring London 2012 advertising during the course of the games.
The billboards and posters will start appearing across the UK from 23 July.
The ad campaign was created by TBWA\London and directed by Outsider’s Scott Lyon.
GSK, which is the first private company to ever have responsibility for running drug testing at the Olympics.
Every medallist, and up to 50% of all competing athletes, will be tested over the course of the Games.
"Our ad campaign aims to showcase the hard work, determination and natural ability that is central to each athlete's performance," said Phil Thompson, senior vice-president of global communications at GSK.
Anti-drug testing has traditionally been carried out by the International Olympic Committee in conjunction with the World Anti-Doping Agency and the respective national authority of each country that hosts the Games.
Client: Glaxo Smith Kline UK Ltd
London 2012 Programme Director: Clare Brosnan
President of the UK Group: Robert Harwood - Matthews
Creative Director: Fabio Abram
Creative Director: Braulio Kuwabara
Agency Producer: Gill Oglethorpe
Production Company: Outsider
Director: Scott Lyon
Producer: Zeno Campbell - Salmon
DOP: Steve Chivers
Editor: Art Jones @ Work Film Editors
Post Production Supervisor: James Sindle @ Electric Theatre Collective