180, Amsterdam worked with RSA director Laurence Dunmore to create the TV segment of its new "Be Better" campaign.

Airing across Europe, Asia and Latin America, the athletes featured in the campaign are Jonah Lomu, Martini Hingis, Ato Boldon and Sergio Garcia. As with last year's "Adidas Makes You Better" campaign, the athletes use their skills to improve the lives of their fellow humans as opposed to winning any form of competition.

In "Be Cool," Hingis directs traffic in downtown Rome via her tennis skills while golfer Garcia drives flowers into the hands of the residents of a housing project in "Be Warm." "Be Supportive" has Jonah Lomu and his All Black rugby posse assisting commuters in a busy train station; and "Be Light" has sprinter Ato Boldon running up the down escalator in a Prague subway station.

All four of the 60-second spots can be viewed in the Boards magazine screening room. Creatives on the ads were Lorenzo de Rita and Dean Maryon. Editing was done at London's Whitehouse while post was handled at VTR, Hectic Electric, The Mill and Valkieser Capital Images.

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