BBC Launches Olympic Torch Promo

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Having chosen Elbow to write and perform its London Olympics theme music, the BBC has now unveiled a 60-second promotional TV campaign that will feature a taster of the composition of the first time.

The promo, created by agency RKCR and Studio AKA, focuses on the Olympic Torch Relay, which sets off on 18th May. Aside from a taster of Elbow’s song, it will also show some Olympic-themed titles for flagship programmes such as Blue Peter and The One Show.

The promo started airing on Tuesday across BBC 1, BBC 2 and BBC 3. It is animation-based for two reasons: firstly, to stand out from the athlete-based commercial campaigns favoured by official sponsors; secondly, because it provides the flexibility necessary to integrate the creative work across all BBC media platforms.