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GlaxoSmithKline 2012 Olympics Spot Stars Marlon Devonish

By: Katherine Vong - Published: • References: gsk and adweek
This GlaxoSmithKline 2012 Olympics spot is an anti-drug PSA you won't be able to turn away from. Starring English sprinting champion Marlon Devonish, the ad was made to promote GlaxoSmithKline's role at this year's Olympic games in screening athletes for steroid use.

The spot, created by TBWA, focuses on Devonish's internal organs, bringing the viewer through his ear canal and into his body, where images of his beating heart and firing synapses are coupled with abstract images of shapes and symbols, all of which combine to show how Devonish feels when he's about to set off down the track -- in particular, the adrenaline coursing through his body as he hears his fans cheering in the stands. The ad finishes off with the apt tagline, "The crowd is my only drug."

According to AdWeek, this GlaxoSmithKline 2012 Olympics ad is the first of many that will star other British Olympians and Paralympians.