IOC Marketing Report – Beijing 2008137 The Best of UsChapter Nine demonstrates the core Olympic values. The athletes star as " superheroes", trying to achieve the seemingly impossible, which reflects their own lives as they strive for excellence in their chosen sports. Both the " Teens" and " Heroes" spots were made available to broadcasters around the world and were also shown to thousands of fans in Beijing during the Games on the giant screens inside the Olympic stadiums and venues, as well as being shown on giant Panasonic ASTROVISIONscreens in New York's Times Square and in various locations around Japan. " This film will mean a lot to the youth of the world because there are so many sporting icons involved. It will be a great motivational tool and help get across the Olympic values." Frank Fredericks, Chairman, IOC Athletes' Commission

Chapter NineThe Best of Us Viral Video In addition to the public service announcements, an internet viral video entitled " Puskitas" was also released. Starring a fictional, underdog athlete named Alex Puskitas, the humorous film shows how people are capable of overcoming the odds and " bringing out their best" in order to achieve their goals. The video was made available on www. olympic. organd also proved to be very popular on a number of video- sharing websites. Olympic Personal Trainer The Best of Us campaign also incorporated the launch of the Olympic Personal Trainer – an interactive application that is available on www. olympic. org. This concept enables young people to learn about the Olympic values directly from legendary Olympians such as Alexander Popov, Barbara Kendall, Rania Elwani, Hicham El Guerrouj, Charmaine Crooks and Sergey Bubka. Users can watch videos from these top athletes and listen to their advice on many topics, such as how to set goals, how to overcome failure, and the importance of teamwork. 138IOC Marketing Report – Beijing 2008