Eurosport Unveils London 2012 Promo

1960’s British movies and television have provided the inspiration for Eurosport’s new official London 2012 Olympic Games promotional spot. The 70-second spot, entitled: “Can you take it?” features Eurosport’s Olympic pundits former 100m World Record holder and Gold medallist Maurice Greene and Olympic swimming gold medallist Pieter van den Hoogenband as scientists who test a viewers ability to absorb Olympic coverage – available in 3D, HD, on mobile, PC and tablet.

Check out the full promo, which debuts today during the channel’s coverage of the European Athletics Championships, at Sport Industry TV.  

According to the broadcaster, Stanley Kubrick’s “A Clockwork Orange” & “Dr Strangelove” films, the first James Bond movie “Dr. No”, and classic British TV series’ The Prisoner and The Avengers were used as creative references for the work.
 
The concept and delivery of the promo is a departure for Eurosport’s in-house creative department, Starteam, who produced the work.

Guillaume Mouillé of Starteam’s art director, said: ‘The English have a reputation for original thinking and creativity. The London 2012 organizers themselves proved this with the bold logo design they chose to represent the 2012 Games.’ 

‘We wanted to follow this freedom and creativity and decided to produce a promo spot that was not traditional as well. It’s not only a spot about the Olympic Games on Eurosport but above all a spot on the Olympic Games, in London, on Eurosport. Hence the universe we created in the trailer, the references to the English culture and the tone which exaggerates the “British” angle, in a light hearted way.’
 
Julien Bergeaud, director of broadcasting & progammes added: ‘We wanted to show in this promo spot the viewer will be at the heart of the experience with Eurosport’s coverage of London 2012. We will broadcast the Olympic Games as never before on the channel, with more images, information and interaction with our multimedia platform.’ 

‘In this context we wanted to challenge the viewer and “awake” them to the unique visual and sporting occasion the London Games will be and the sheer scale of coverage available. Athletes will have to go beyond their limits during the Games, and we will be ensuring those performances can be enjoyed in the highest quality images across a full complement of screens and devices.’
 
Eurosport will be covering its 12th edition of the Olympic Games, providing over 100 hours of 3D action in the UK on Sky 3D and Virgin Media.