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The International Olympic Committee (IOC)
The International Olympic Committee (IOC) has unveiled its promotional campaign for the Sydney Olympics later this year. The campaign uses the theme ’Celebrate Humanity’ and tells stories of famous Olympics athletes, such as Jesse Owens, the black American sprinter who won a clutch of medals at Hitler’s Berlin Olympics in 1936. UK decathlete Daley Thompson also features. Hollywood comedian Robin Williams provides the voiceover. The IOC’s marketing director Michael Payne obtained dollars 150m (pounds 94m) worth of free airtime for the campaign as part of deals struck with broadcasters of the Games. The work, through TBWA/Chiat Day, will run from the end of January in 200 countries. The BBC will show the campaign in the UK.
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