The Olympic Movement: Best of Us

This new :30 spot from the International Olympic Committee (IOC) created by Cole & Weber United represents the first time user-generated content has been intermixed and put on the same stage with Olympians in a TV spot.

The spot draws from amateur video submissions across 175 countries to create a video mosaic of current Olympians – including Michael Phelps, Yelena Isinbayeva and Usain Bolt – demonstrating that the Olympic spirit is in all of us. The spot utilizes proprietary technology created by The Rumpus Room that aggregates user-generated content from a site and pulls it into a broadcast unit in a mosaic style. Using a pre-determined mosaic AFX matte, each individual video clip was graded to match that of the source video.

The spot extends and builds on the IOC's platform of “Show Your Best” and its goal of reconnecting youth with the values of the Olympic Movement (excellence, friendship and respect). A global social campaign, “Show Your Best” encourages people from all around the world to demonstrate their personal best with the chance to win a trip to the Olympic Games and appear in the TV spot. Users can record, upload and share their talents and skills – whatever those may be – on the Olympic site www.olympic.org/showyourbest. After gathering videos from around the world, Olympic athletes picked the videos that inspired them the most. The winning videos were then used to create this TV spot that will run in hundreds of countries and at the opening ceremonies, celebrating the best from around the world.So far winners have included Ryan Celestain, a US amateur triathlete, and Alfredo Montenegro, a Guatemalan athlete who balances his studies with basketball. Both winners are highlighted in the ad’s mosaic footage.The spot will air on Olympic broadcasters across the world including NBC (US), CTV (Canada), Foxtel and 9 Network (Australia), Rede Record (Brazil), EuroSport, RAI and SkyItalia (Italy), ZDF (Germany) and ESPN Latin America. In addition, it will be broadcast before Olympic events in the stadiums throughout the Games, including the Opening Ceremonies and at LiveSites across the UK. It will also appear on IOC's YouTube channel and other social media sites.