DFGW creates ads for BBC Games coverage

The BBC is kicking off its Commonwealth Games push with ads featuring athletes as superhumans, and is airing the first spot during its coverage of the World Cup Final on 30 June.

The ads, which were created by the BBC roster agency DFGW, show athletes battling with the forces of nature as they psyche up for their respective events. The campaign is designed to raise the profile of the Commonwealth Games among sports fans.

The account director Ash Makkar said the timing for the launch ad was perfect. "It is a great time to launch the latest BBC sports coverage campaign, when there is a guaranteed audience of sports fans watching," he said.

The games start in Manchester on 25 July, and will dominate the schedules of both BBC1 and BBC2 for their ten-day duration. More than 180 hours of coverage have been planned, presented by Steve Ryder and Sue Barker.

"Sprinter shows the British triple-jumper Ashia Hansen standing in a tunnel, preparing for her race. The pistol fires, and she pelts off down the track, trailed by a speeding bullet which is gaining on her. Hansen pushes herself to the limit and begins to outrun the bullet, which falls to the ground as she sprints into the distance.

The Australian swimmer Geoff Heugill stars in the second spot, where he dives into a raging river. He attempts to swim upstream, away from an enormous waterfall, but is pulled back by the force of the current.

The film ends as he battles not to disappear over the edge of the falls.

The TV spots are supported by four poster executions. The ads were written by Simon Riley and art directed by Claudio Pasqualetti and Tim Brown. The films were directed by Howard Greenhalgh and produced by the BBC's Louise Jones.

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