BBC unveils London 2012 Olympics titles

The BBC has revealed the title sequence and marketing campaign for its coverage of the London 2012 Olympic Games.

Based on a concept of transforming the UK landscape into a giant sporting arena, the animations will be seen across the BBC’s comprehensive Olympics output on TV, computers, mobiles, tablets and connected TVs.

Mercury Prize-winning band Elbow have composed the BBC’s 2012 anthem titled ‘First Steps’, and will be available as a digital-only download on the day of the opening ceremony (July 27).

The BBC’s Olympics titles transform the landscape of the United Kingdom into a giant sporting arena.

A 60-second trailer (below), featuring the majority of the opening titles sequence that will be used during the Games, was broadcast to millions of viewers during half-time of BBC One’s live coverage of the Euro 2012 final.

The UK is seen as a giant stadium with Olympic athletes preparing and competing in a range of landscapes.

Scenes include swimmers battling it out in lanes created by buoys on a net cast by a fisherman, a BMX rider preparing at the edge of a cliff, track cyclists racing around quarries and sprinters and gymnasts going through their paces on streets.

They are all accompanied by an uplifting anthem composed by Elbow, who were chosen by the BBC to perform the 2012 Olympics soundtrack in November 2011, along with the BBC Philharmonic Orchestra and the NovaVox gospel choir.

Lead singer Guy Garvey, told the BBC: “The Olympic Games is about the coming together of people to celebrate our best athletes and it was as important to have a sympathetic theme for the losers as it was for the winners.”

The band have waived all fees and royalties for the track and retailers will not take any profit from the download, with all the money going to the BBC’s Children in Need and Sport Relief causes.

The full version of the BBC’s Olympics trailer will be broadcast at 7.30pm on Tuesday, July 3 on BBC One.

A range of versions, including 60, 40, 30 and five second edits, will be used throughout the BBC 2012 Olympics campaign that will run across TV and online in the build-up to the Games.

You will ‘never miss a moment’ of the BBC’s comprehensive coverage, totalling more than 2,500 hours, which will be spread across 27 channels, including BBC One, BBC Two and BBC Three, as well 24 dedicated Olympics channels.

Coverage will be available to watch on TV and online, with extensive radio coverage on BBC 5 Live and a dedicated Olympics station.

SOTB will shortly publish your unmissable guide to the 2012 Olympic Games on the BBC, including daily TV listings, presenter/commentary line-ups and detailed schedules from each sport.

Check back shortly.

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