The ‘Stadium UK’ campaign launches today (1 July) with animated spot that features athletes training and competing in typically British backdrops such as a BMX rider on a cliff top and sprinters racing through a city street.
The spot uses the strapline ‘Wherever you are. Never miss a moment with the BBC’, and will span the corporation’s television, radio and digital Olympic content. It will also be used as the title sequence for the broadcaster’s television coverage.
Rock band Elbow’s single First Steps soundtracks the spot, which was specially commissioned by the BBC and will also be used across all other channels.
Animation was used in a bid to differentiate itself from the star-studied campaigns of the event’s sponsors, the BBC says.
Louisa Fyans, head of marketing and communications at the BBC, says the campaign aims to convey both the scale of the Games and the role the corporation plays as a broadcaster of its events.
She adds: “Animation enabled us to deliver to this brief and helped us create something really special for the BBC’s London 2012 campaign.”
“We had to deliver a campaign that reflected both the unique role the BBC plays as the UK’s Olympic broadcaster and one that reflected the size and scale of the Olympic Games. It also had to be something that could be used for titles and branding for the rest of the BBC’s Olympic coverage across all platforms.”
The full version of the spot will premier on BBC One on Tuesday (3 July).
Creative shops Rainey Kelly Campbell Roalfe Y&R, Passion Pictures and Red Bee Media worked with the broadcaster to produce the spot.