BBC enlists Damon Albarn to promote Olympics coverage

LONDON - The trailer promoting the BBC's coverage of the Beijing Olympics, created by Damon Albarn and Jamie Hewlett of Gorillaz, breaks tonight at 7.30pm on BBC One.

The animated promo, produced in conjunction with Rainey Kelly Campbell Roalfe/Y&R, is based on the Chinese folk tale Monkey King.

It features the Monkey, Pigsy and Sandy characters exhibiting their Olympic sporting talents on their way to the Bird's Nest Stadium.

The two-minute ad's soundtrack was composed by Albarn specifically for the campaign, and is a mix of Chinese opera and Gorillaz-style synthesised pop.

The "journey to the east" campaign forms the basis for the BBC's coverage throughout the Games.