Telstra set to connect London 2012 to the voices of Australia in new 'Down Under' spot via DDB Sydney featuring Men At Work's Colin Hay

telstra-2.jpgAustralia: Ahead of the London 2012 Olympic Games, Telstra and DDB Group Sydney have recruited the voices of Australia to re-create the nation's unofficial sporting anthem, Down Under.

Led by Men At Work frontman and principal songwriter, Colin Hay, an A Cappella version of the track will debut during the TV broadcast of the Opening Ceremony of the Games.
Along with Colin Hay and Dorian West, a new version of Down Under has been created in a mass show of support for Australia's Olympic athletes who are lining up for London 2012. As part of the TVC, Telstra encourages Australians to send a Telstra HeroMessage of support to their favourite athletes and teams.

TELSTRA.jpgThe campaign builds excitement with 15 second edits due to air from Monday 23 July followed by the full 60-second spot which launches on Saturday 28 July during the Olympics Opening Ceremony.

Telstra Chief Marketing Officer, Mark Buckman, said the Voices of Australia campaign showcased the strong support from Australians at home and in London for the Australian Olympic Team: "The campaign has been designed to ignite patriotism among Australians and encourage them to support our athletes in London by sending a Telstra HeroMessage.

"A Telstra HeroMessage is a powerful and emotional way to connect with our Olympic athletes and I encourage all Australians to harness the Olympic spirit and spur on our athletes and teams to greatness in London," says Buckman.

Says DDB Executive Creative Director, Dylan Harrison: "What better way to create the ultimate message of support for our athletes and kick-start the London 2012 HeroMessage service than to re-record one of the most identifiable tracks in Australian music history.

"Down Under has always been synonymous with our strong sense of sporting patriotism and the sentiment we feel toward our sporting heroes," says Harrison.

"It strikes a real chord with Australians no matter where they are in the world and we had an overwhelming response from Aussies everywhere wanting to belt out the tune."

Adds Colin Hay: "Down Under is ultimately a song about celebration, and in the case of the 2012 Olympics, a mass calling of sorts to inspire our Olympians so they know they are not alone.

"For my part, to travel around Australia and to London singing "Down Under" and leading the chorus was a great honour. Hopefully our athletes will feel connected by the voices of many."

A Telstra HeroMessage can be sent two ways: via SMS to 0428 MYHERO (694 376) or online at telstra.com/heromessage.

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