RKCR/Y&R campaign for BBC Olympics coverage suggests Bolt may be a cheetah

The BBC has kicked off the campaign for its coverage of the Rio 2016 Olympic Games in August with a first ad from RKCR/Y&R, which aired off the back of Andy Murray's victory in the Wimbledon men's final yesterday.

Featuring the track "Not gonna break me" by British artist Jamie N Commons, the ad is an animation of a series of wild animals  against the backdrop of the Tijuca Rainforest, which gradually transform into human athletes.

Three cuts of the 90 second film, along with radio and social, will be used before the Games get underway on 5 August.

Charlotte Lock, director of marketing and audiences, media and North at the BBC, said: "The Olympics is a spectacle of elite athleticism and Rainey’s creative analogy with the finest athletes of the Rio Rainforest has given us a stunning and original take on the games."

Mark Roalfe, chairman and creative director at RKCR/Y&R, said: "We’ve set the bar pretty high with our work on the Olympics with BBC Sport in previous years, so humanising animals felt like a fresh and interesting approach to differentiate ourselves from all the activity around Rio 2016."

The creative directors on the film were Mark Roalfe and Jon Saunders, with copywriter Alice Burton and art director Pembi Kinstan. The film was directed by Derek Picken and Niklas Rissler at Passion Pictures.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Just published