BBC begins Olympics campaign with torch relay ad featuring Elbow
The BBC has kicked off its Olympics marketing campaign with a minute-long ad promoting its coverage of the torch relay.
The trail, which you can see here, will run on BBC One, BBC Two and BBC Three.
It features a specially-commissioned Elbow song called 'First Steps', which the band recorded with the BBC Philharmonic Orchestra, a school choir and the London Community Gospel Choir.
The campaign has been devised by ad agency RKCR/Y&R in tandem with the BBC.