The BBC’s Eurovision trailer is pure glitzy chaos

BBC Creative and Outsiders take a fun-loving look at the Song Contest fandom with a suitably cameo-crammed campaign.

27 April 2023


The Eurovision watch party invite list is sacred. Forget your dream dinner guest, which celebrity would you want to watch the biggest event in the camp calendar with? If you answered The Vivienne, Nigella, Graham Norton or Rylan, firstly – correct. Secondly, you’re going to love the BBC’s new Eurovision trailer.

BBC Creative – the broadcaster’s in-house creative agency – has worked with production company Outsiders on the spot. The idea is to celebrate all the creative, quirky and occasionally extreme ways people prepare for Eurovision each year. In the ad, these include flag-themed nail art, buffets with literal trolleys full of cheese and fan-made costumes.

It’s packed full of all the typical creative flourishes you’d expect of a high-energy campaign, including fast-paced camera swooshing, cameos and a mouth-to-zoom transition. Then there’s the soundtrack – a reimagined take on Gina G’s Ohh Ahh…Just a Little Bit – which keeps things ticking along at a breakneck pace.

BBC Creative also pays homage to Ukrainian culture through the campaign, with the UK hosting this year’s Song Contest on behalf of the 2022 winners. Kate Phillips, BBC Director of Unscripted, says: “It's an honour for the BBC to host the show on behalf of Ukraine, and we're committed to do them proud. The level of collaboration and coordination across so much of the output is truly amazing. Let the Eurovision Song Contest begin!”

GalleryBBC Creative: Eurovision Song Contest 2023 (Copyright © BBC, 2023)

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BBC Creative: Eurovision Song Contest 2023 (Copyright © BBC, 2023)

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About the Author

Liz Gorny

Liz (she/they) joined It’s Nice That as news writer in December 2021. In January 2023, they became associate editor, predominantly working on partnership projects and contributing long-form pieces to It’s Nice That. Contact them about potential partnerships or story leads.

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