RKCR/Y&R have subverted the Commonwealth Games’ reputation as ‘the friendly games’ in a new broadcast campaign.  

The TV ad is to promote the BBC’s coverage of the 12-day sporting event, which opens on 23 July.

In a twist on the image of the friendliness of the competition, the ad features a range of athletes from Samoa; Turks & Caicos; Ghana; India; Wales; Malaysia; England and, of course, Scotland as they prepare themselves physically and psychologically for the event.

The 90 second film – which will also be shown in 60, 30 and 10 second versions – depicts the athletes as fierce warriors in training; the drumming music from Pete Raeburn and Soundtree adding to the feverish tension.

The agency has also developed a social ‘call out’ campaign, which began this week. It takes its inspiration from the build-up of provocation that boxers engage in during the run-up to a big fight.

In this instance, the agency has adapted it to lawn bowlers, swimmers and weightlifters among others. Each callout will be seeded socially and accompanied by video content.

 

Production credits:

Creative director:            Mick Mahoney

Art director:                     Adam Claridge

Copywriter:                      Adam Ronan

Account director:             Duncan McRobb/ David Pomfret/ Keeley Pratt

Agency producer:            Keeley Pratt

Director/ production co:   Noah Conopask Red Bee Media/The Sweet Shop

Producer:                        Caroline Hicks/ Patrick Greene

Editor:                             Jonnie Scarlett at the Quarry

Post-production:             The Mill

Sound design:                 Pete Raeburn at Soundtree

DoP:                                Elli Casata