The BBC has unveiled its much-anticipated London 2012 Olympic trailer.

 

Entitled Stadium UK, a 60-second section of the 4-minute film debuted during half-time of the Euro 2012 Final between Spain and Italy. Backed by an original song composed by Elbow, the trailer depicts the UK as a huge stadium, with swimming events taking place in lakes, high streets converted into running tracks while boxers and gymnasts perform against the backdrop of a typical British cityscape. All of the athlete characters featured in the film are animation.

 

The film was devised by Rainey Kelly Campbell Roalfe Y&R and produced by Red Bee Media, with the animation created by Passion Pictures. Elbow”s music will be available to download from July 27, with profits going to BBC Children in Need and BBC Sport Relief. The full version of the Olympic film will be transmitted at 1930 on Tuesday July 3 on BBC1 though creative work from the campaign will also be used via desktop , mobile, tablet and connected TV platform.

 

Commenting, Louisa Fyans, Head of Marketing and Communications for BBC 2012, said the corporation had to deliver a campaign “that reflected both the unique role the BBC plays as the UK”s Olympic broadcaster and one that reflected the size and scale of the Olympic Games. Animation enabled us to deliver to this brief and helped us create something really special for the London 2012 campaign.”