At the 2004 summer Olympics in Athens, Paula Radcliffe failed to finish both the 10,000 meter event and the marathon. Shortly thereafter, Quaker Oats dropped her from its advertising campaign for Oatso Simple porridge and cancelled plans to film an ad showing her winning a marathon after eating the cereal, explaining that she was no longer eligible to represent the product. Oatso Simple's slogan? "It helps you go the distance!"
[Quaker was reportedly unable to get script approval from the Broadcast Advertising Clearance Centre.]