The track from the BBC – London 2012 trailer
The advert for the BBC‘s coverage of the London 2012 Olympics is based around the concept of ‘Stadium UK’, “bringing the nation together in a huge Olympic Stadium to enjoy the BBC‘s comprehensive coverage of the London 2012 Games.” The music featured is a specially commissioned piece by Elbow called ‘First Steps‘. The track is available for download at Amazon now, (it is not available at iTunes but the Amazon download is compatible with all Apple iPods etc.). A donation from each sale goes to Children in Need and Sport Relief.
The advert shows athletes performing Olympic events around the country’s landmarks, such as sailing in front of the white cliffs of Dover and gymnastics on the Millennium Bridge. If the animated characters look familiar, it may be because the same creative agency produced a similar advert for a high street bank with the Olympic torch being carried around the country. The BBC advert caused a storm (in a tea cup) on Twitter when it was first shown, with Twitterrrrers accusing the BBC of recycling or stealing ideas from the Lloyds TSB advert.
A BBC Sport spokesman stated, “The BBC London 2012 Olympic marketing campaign is absolutely nothing like the Lloyds TSB campaign. The concepts behind the animation are different, the animation used in the BBC’s London 2012 trail is a realistic animation style unlike the Lloyds TSB adverts, and they were designed by different animation production companies.”
Elbow front man Guy Garvey says of the bands involvement with the BBC’s Olympic theme, “We are knocked out to be involved and it’s been quite a challenge. We have feelings of real responsibility as we will be the soundtrack to so many images of personal sacrifice and endeavour while the nation roots for and celebrates with Team GB.”
It is of course Law for anyone purporting to have a good taste in music to own an Elbow Album. Browse Elbow‘s back catalogue at iTunes and Amazon below.
Watch the BBC London 2012 trailer featuring ‘First Steps’ by Elbow
Go behind the scenes during the making of ‘First Steps’ – elbow’s BBC Olympics coverage theme. Watch the mini-documentary here