The Drum Awards for Marketing - Extended Entry Deadline

-d -h -min -sec

BBC begins Olympics campaign with torch relay ad featuring Elbow


By The Drum Team | Editorial

April 30, 2012 | 1 min read

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.


Industry insights

View all
Add your own content +