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Editor's Pick. Coca-Cola's "Future Flame" Olympic ad

Client: Coca-Cola

Agency: Mother

With just under one year to go until the Olympic Flame arrives in the UK, June 17 sees the unveiling of Coca-Cola's integrated, multi-channel marketing campaign to amplify its role as Presenting Partner of the London 2012 Olympic Torch Relay.

The campaign celebrates the young people who help make Britain burn brighter by bringing happiness to their local areas through passions such as sport, music and dance, community and the environment. A cinema advert creates excitement about the London 2012 Olympic Torch Relay and encourages people to nominate a Future Flame. A TV ad debuts July 18, and airs for five weeks.

The ads feature British actor Thomas Turgoose, accomplished performer and award winner, running with a flaming torch through rural and urban Britain, inspiring young people he passes to “Nominate a friend and give them the chance to run with the Olympic Torch”. The ads also feature a number of young people who embody the types of people the Future Flames campaign aims to celebrate.

James Quincey, President, Northwest Europe & Nordics, The Coca-Cola Company, said: “Young people across the country deserve to have their positive contributions celebrated. The Future Flames campaign will find those who burn the brightest and give them the once in a lifetime opportunity to carry the Olympic Flame during the London 2012 Olympic Torch Relay.”



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