RKCR/Y&R gets tough for Commonwealth Games

It’s difficult for the Commonwealth Games these days. For a start, not that many young people know what the Commonwealth is (it’s the old British Empire) and, with the Olympics and, latterly, the Paralympics so massive it rather pales by comparison.

And, of course, there’ve been a few other big TV sporting events this year…..

But broadcaster the BBC and agency RKCR/Y&R are doing their best to big it up (the Games begin in Glasgow on July 23) – in this case by inverting its ‘Friendly Games’ tag to present a more gladiatorial point of view.

Been done before, of course (the gladiatorial stuff, that is). But the Beeb should be pleased with this.

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