BBC In Home Stretch

The BBC is "unveiling a marketing campaign to promote its coverage of the London 2012 Games," according to Sebastian Joseph of MARKETING WEEK. The "Stadium U.K." campaign launched Sunday with an "animated spot that features athletes training and competing in typically British backdrops" such as a BMX rider on a cliff and sprinters racing through a city street. The spot uses the strapline "Wherever you are. Never miss a moment with the BBC," and will span the corporation’s TV, radio and digital Olympic content (MARKETINGWEEK.co.uk, 7/1). BRAND REPUBLIC's Matthew Chapman reported that the campaign features "a specially commissioned track" by rock band Elbow called First Steps.