BBC Sport Olympic Games

August 6, 2008 by  
Filed under Reviews

The brand new marketing campaign and titles for the forthcoming Olympic Games from BBC Sport are being based upon the traditional Chinese folklore ‘Journey to the West’.

The sequence is a cool animation featuring an adventurous monkey on a voyage through a weird and wonderful world to reach the games. Artist/designer Jamie Hewlett says that “the idea is that you tell the entire story of Journey to the West in a two minute opening sequence, which is basically them on their way to the Olympic stadium, the Birds’ Nest Stadium.?

Aptly timed with Hewlett and Damon Albarn’s opera effort, Monkey: Journey to the West, which is currently showing in London, the advertising campaign will no doubt give a welcome boost to their ticket sales as the pair lend their helping hands to these animations and music.

More than this though, beyond the gleaming illustrations, one can’t help but think that this is a convenient little diversion into fantasy folklore away from the actual controversy over the games. As much of the world makes clear its uneasiness with China and its poor human rights record this month, viewers of this ad are certainly invited by BBC Sport here to naïvely forget the darker reality and lose themselves in the pretty drawings instead.

New Games says:

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