Advertising: Phwoar! Check out the BBC's stirring Winter Olympics promo

Posted by Rob Alderson,

The lead-up to next month’s Winter Olympics in Sochi have (rightly) been dominated by discussion over Russia’s questionable gay rights record, but as the event nears the focus is likely to shift to the actual sport. This spine-tingling promo from RKCR /Y&R for the BBC’s coverage certainly strikes the right chord. In a similar way to how Channel 4’s multi-award-winning Meet The Superhumans identified a new way of looking at paralytic sport, the idea of Winter Olympians conquering nature repoints the way we look at these sporting endeavours.

Add in a stirring poetic voiceover and some terrific animation of an unforgiving mountainous snowscape (which took the agency ten months to complete) and you have a terrifically powerful two minutes.

  • Bbc2

    RKCR /Y&R: Winter Olympics 2014 Trailer – BBC Sport (still)

  • Bbc3

    RKCR /Y&R: Winter Olympics 2014 Trailer – BBC Sport (still)

  • Bbc4

    RKCR /Y&R: Winter Olympics 2014 Trailer – BBC Sport (still)

  • Bbc5

    RKCR /Y&R: Winter Olympics 2014 Trailer – BBC Sport (still)

  • Bbc1

    RKCR /Y&R: Winter Olympics 2014 Trailer – BBC Sport (still)

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Posted by Rob Alderson

Editor-in-Chief Rob oversees editorial across all three It’s Nice That platforms; online, print and events. He has a background in newspaper journalism and a particular interest in art, advertising and photography. He is the main host of the Studio Audience podcast.