The BBC is defending its position as a major sports broadcaster
with a new 90-second commercial that stars 30 sporting heroes
representing a range of sports from around the world.
The ad, created by Circus, is called ’promise’. It features the 30 stars
each reciting a line from a pledge. The pledge opens with Colin Jackson
saying ’We, the undersigned, promise to make you shout’, Lawrence
Dallaglio then says ’sing’, Keiron Dyer continues with ’gasp’, followed
by Sol Campbell saying ’clench your fist’.
It goes on to say that viewers will ’laugh, cheer, wonder, pray,
believe, tremble, grimace’ and so on. Other stars featured include
Frankie Dettori, Tim Henman, Jack Nicklaus and Denise Lewis.
Titles then itemise the BBC’s sports coverage: ’Euro 2000, Grand
National, Wimbledon, Six Nations, The Open, Rugby League World Cup, The
Olympics, The Masters.’ The BBC logo then appears with the endline:
’Right there with you.’
The ad, which breaks this week, was written by David Prideaux and art
directed by Tim Ashton. It was directed by Tom Connolly at Sneezing Tree
Films. It will run on BBC1 and BBC2 and has been adapted to air on the
various BBC radio stations.
Prideaux said: ’The BBC is the country’s leading broadcaster and this
film demonstrates that sport is at the very heart of its offering.’
Andria Vidler, the head of marketing at BBC Sport, added: ’The ’promise’
film illustrates the broad range of sport supported by the BBC and
brought to the nation with a style and quality unmatched in