A short preview of the Elbow song which will soundtrack the BBC’s coverage of this summer’s London Olympics has been posted online.
Entitled ‘First Steps‘, the song forms part of a new promo released by the BBC today, which is set to run on BBC One, BBC Two and BBC Three, before moving onto a 40 second promotion for a One Show special on May 18th – the day the Olympic torch arrives in the UK from Greece.
“Animation allowed us to create a really distinctive BBC look and feel for all our Olympic marketing activity, and one that could stand out in a very busy market,” Louisa Fyans of BBC marketing has said.
“Also, having used animation for our last two Olympic campaigns, we knew it would be flexible enough to enable us to integrate the campaign across all BBC platforms.”
‘First Steps’ will include contributions from the BBC Philharmonic Orchestra and the London Community Gospel Choir.