DFS has rolled out a series of tactical ads to celebrate British swimmer Adam Peaty winning gold at Rio 2016.
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Peaty smashed his own 100m breaststroke world record, ending Britain's 28-year wait for a men’s Olympic swimming title.
He is the first of DFS's Team GB ambassadors to compete in the Games – the others being cyclist Laura Trott and gymnast Max Whitlock.
DFS also ran good-luck messages on digital out-of-home sites on Sunday afternoon (7 August) and in the evening ahead of the UK broadcast of the race at 3am on Monday.
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