Yes, it's the Olympics, and nakedly sexual admiration for the scantily-clad, fat-free, streamlined human body is going to be the nation's top hobby for a month or so. With that in mind, here is the BBC's trail by RKCR/Y&R.
Go fullscreen and HD for full effect:
I mention quivering muscles for a reason - it's actually just one beautiful piece of attention to detail (look at the gymnast on the rings at 0:34) in an animation full of them. A crew of dozens put this together, and no wonder - even though the characters are distorted, it's still one of the finest artificial representations of human movement I've ever seen.
Does it mean much? Not really, apart from a vague aspiration to include the entire country and not just the capital in the Games. It's mostly just an appetite-whetter for an event we know about already. But as a piece of craft, it's hard to beat.
Oh, and it is, of course, nothing like the RKCR ads for Lloyds TSB, whatever the occasional fuckwitted organisation with a vendetta against the BBC might have you believe...
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