A slick new advertising campaign by the Canadian Olympic Committee urges its homegrown athletes to "give it all" on and off the playing field.
The committee unveiled "Tout Donner," a new multi-media campaign, during an up tempo presentation in Montreal -- the same city that hosted the country's first Olympics in 1976.
"Tout Donner is the ultimate expression of the dedication our Canadian athletes show every minute, every hour of every day in their pursuit of their Olympic goals," said Derek Kent, the committee's chief marketing officer.
"We are pleased and proud that we are unveiling this unprecedented campaign in the city that hosted Canada's first Olympic Games."
The official campaign video spot, "Relentless" featuring music by Montreal band "We are Wolves," will also make its television debut Monday night during the National Hockey League playoffs.
Included in the campaign is a who's who of Canadian athletes including Quebec divers Alexandre Despatie and Emilie Heymans; Christine Sinclair and the Canadian Women's Soccer Team, the Men's Eight Rowing Team, and paddler Adam van Koeverden.
The aim of the campaign is to show Canadians the drive and dedication which the athletes put forth on a daily basis in order to succeed on the world stage, officials said.
It is also intended to ratchet up enthusiasm for the Games all year round and not just for a three week span every two years.
"Sharing the ‘Tout Donner' campaign at this time will help Canadians understand what drives our Olympic athletes to strive for continuous improvement," said Canadian Assistant Chef de Mission for London 2012, Sylvie Bernier.
"As we draw closer and closer to London, this is a very exciting opportunity to further strengthen the emotional bond between Canadian fans and the dedicated athletes who will be competing for them at the Games."
Another presentation to unveil the English-language campaign is planned for Toronto later in the day.
