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The BBC has unveiled its title sequence and marketing campaign for the London 2012 Olympic Games. The one-minute animated trailer is a sneak for a full 2 minute 40 second version that will air for the first time on BBC One tonight. If you’re in the UK this summer, this is what you’ll see on broadcast coverage, computers, mobiles, tablets and connected TVs. Pete Candeland directed the trailer. Let the Games begin:
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Really? This is a CARTOON. Maybe they should’ve had real athletes in there, instead of characters left over from “The Incredibles.”
Not sure what to say, really. Maybe this is better suited for the UK mindset, but I think this is a total FAIL. It makes the Olympics appear cartoonish and unimportant. If they wanted to go with an animated style, they could have done something far more dramatic, realistic and mature.
I don’t think they could get the athletes to jump off cliffs or fake races in the English Channel… did you see where the sports were being performed… and I also think they didn’t want to show any preference to certain athletes…
I can’t wait to see the one where the high diver lands in the crew boat and starts rowing! (I hope that event doesn’t air in the middle of the night, here.) That’s even more exciting than the shooting-while-skiing events of the Winter Olympics.
I agree. I hope they got Pixar to do it, because this feels like a poor ripoff.
Between this, the Pet Shop boys/Muse awfulness that are the themes, the Danny Boyle opening that looks TERRIBLE this Olympics had better have amazing action on the track, because its looking pretty awful on the arts side.
TERRIBLE!
If they are going to use animation couldn’t they at least get someone GOOD like Pixar or Dreamworks to do it? That AWFUL animation, looks so circa 1990s!
I know how stuck in the past you are with your monarchy, refusing to convert to the Euro etc…
But this is 2012 London, ACT LIKE IT!
Yeah, I bet they’re *really* regretting not switching to the Euro these days…
If you have ever seen the commercials and promos for European futbol (soccer), you have to wonder why this was chosen. Europe, and specifically the UK, have an abundance of great filmmakers supported by a wide array of proven visual effects companies.
Then again, the Brits do march to their own drum beat. And having spent a lot of time in London and England, I do appreciate the genuine charm, courtesy and pride in history of this culture.
Finally, let’s be real about this. Those who watch the Olympics will so no matter what the promo spots look like. Few will decide to watch because of the promos.
So, let the Brits be the Brits…and, more importantly, let the games begin along with the traffic problems in London.
Shame they wouldn’t celebrate their great live action filmmmakers like Ridley Scott or his heir apparent Rupert Sanders to create a visual spectacle to share with the world!
What a cool concept! I loved this!
The ONLY “fail” here was “Never miss a moment”. That’s so old and hackneyed it’s embarrassing and quite at odds with the original visuals. They should release a version of this with no voice-over, just a graphic coming up at the end.
Agreed, VO works during on-air to grab folks making a sandwich in the kitchen, but this would be much more elegant and theatrical without it.
Most striking is the curious lack of a soundtrack besides the Zimmerish SPIRIT score… Water splashing, oars peddling, crowds chanting etc could have really elevated this to get our hearts racing.
The greatest athletes in the world are about to compete and they use CGI characters to promote them? Fail! And what’s with the over-the-top landscapes? What these athletes accomplish in real world situations is not enough? Double fail! Awful stuff. Just awful.
Why is it animated? Why not fork over the money and CG it with real athletes? It could have been special. This feels cheap in the current world of promos.
Wow – you all act as if someone took a shit in your cornflakes this morning. I thought the animation was wonderful. And why criticize London for wanting to do something different with their promo vs. the typical live action montage?
Does nothing impress you??
Can’t believe it’s just 3.5 weeks away from starting.
Some very nice character animation and skin/muscle simulation. The nod to Wallace and Grommet in the art direction is great too.
Clearly this is a comment section populated by Xenophobes, grumpy folks and those who know almost nothing about marketing or branding. This is probably one of the best pieces of promo work I’ve seen anywhere this year for coverage of The Games. It certainly beats anything from NBC, which carts out the same old concepts every time the Olympics roll around. For those griping about the use of animation, it’s worth noting that the Olympic trials are still in progress which means the roster of athletes going to The Games is not yet final. A package like this needs to be shot and editied weeks in advance in order to make the network promo window. Rather than relying on stock footage or generic stand-ins, the BBC wisely chose a new, fresh and exciting direction. Every time I think this website is frequented by a more sophisticated user base, I read comments like many of those posted here and I am reminded otherwise. Sorry if this wasn’t conventional or obvious enough for some of you. Fear not, in just a few weeks, you’ll have plenty of dull NBC promo packages and endless prattling from Bob Costas to keep you happy.