BBC splashes the cash on new Olympics commercial

But is it a commercial?

There are no airtime costs because it’s running on the Beeb but it employs the not inexpensive services of RKCR/Y&R, Red Bee Media and animator Passion Pictures (to some effect it should be said). And Red Bee media, now one of the biggest and most profitable media companies in the UK, used to be the BBC’s in-house production department.

The BBC could, after all, have lined up some of its Olympic presenters and interviewed them (although they’re all still arguing over who does what apparently). And the corporation certainly has enough past and present footage of athletes not to need to re-create them.

This commercial cum promo may well win an animation award or two. But is is really necessary? You’d have to be deaf, dumb and blind not to know the Olympics is coming up on the BBC.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.