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Wuaki.tv, the cloud-based entertainment company, has launched a multimedia campaign in the UK after hiring UM London as its media agency. The ad, created by McCann Barcelona, goes back in time and shows footage of high-jumpers at the Olympic Games in 2012, 1980, 1972 and 1968. It then explains how all Olympic high-jumpers jumped backwards in 2012, whereas only one, Dick Fosbury, did so in 1968. The spot ends with the present-day Fosbury making an analogy about jumping backwards and Wuaki.tv’s proposition. The voiceover prompts viewers to "join the change to smart entertainment". The ad was written by Silvia Soler and art directed by David Freixanet. The production company was The Film House.