Eurosport has unveiled its official London 2012 Olympic Games promotional spot, which will be broadcast from tomorrow, at the start of the channel’s live coverage of the European Athletics Championships from Helsinki.
The 70 second Can you take it? spot features former 100m World Record holder and Gold medallist Maurice Greene and Olympic swimming gold medallist Pieter van den Hoogenband as scientists who test a viewer’s ability to absorb the diversity and breadth of Eurosport’s comprehensive Olympic coverage.
Created by Eurosport’s in-house creative department Starteam, the promo makes references to “retro-futurism” in the set design.
Guillaume Mouillé, Starteam’s art director, said: “The English have a reputation for original thinking and creativity. The London 2012 organizers themselves proved this with the bold logo design they chose to represent the 2012 Games. We wanted to follow this freedom and creativity and decided to produce a promo spot that was not traditional as well.
“It's not only a spot about the Olympic Games on Eurosport but above all a spot on the Olympic Games, in London, on Eurosport. Hence the universe we created in the trailer, the references to the English culture and the tone which exaggerates the “British” angle, in a light hearted way.”