The International Olympic Committee (IOC) launched the first element of its new global promotional campaign, entitled "The Best of Us" August 24, 2007.

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The television advert is also broadcast over the air for the first time on the IOC's broadcast partner NBC in the United States during the 11th IAAF World Championships in Athletics Osaka on 26 August.

The IOC's 2007/8 promotional campaign objective is to communicate the key Olympic values of Excellence, Friendship and Respect to a global youth audience. The theme of the campaign is "The Best of Us" - a simple, powerful idea that transcends cultures and borders, motivating young people around the world to participate in sport by proving that sport can bring out their best.

The video features young sports people from across the world, including Armenia, Belgium, Brazil, China, Egypt, Germany, Ghana, India, Israel, Japan, Mexico, Russia and the United States.

The campaign has been developed by the Voluntarily United Group of Creative Agencies (United), part of WPP. This first phase of creative development was led by Sra Rushmore / United, Madrid.

The IOC will work with United on a multi-dimensional campaign approach, comprising TV, online, print, viral promotion, experiential and PR activities. The global campaign will be rolled out in a phased approach in the run-up to the Beijing 2008 Olympic Games and beyond.