40 second trailer for the BBC’s coverage of the Vancouver 2010 Winter Olympics.

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Sometime in the past Fox Sports borrowed the idea of an in track camera angle. They made a cartoon graphic of a gopher and would have it pop up as the cars come around the track. They had a contest to name the gopher. They decided on “Digger”. Now they have a cartoon that they play before the race and commissioned a theme song from Keith Urban. I hear that a comic book is in the offing as well. The Feb 15th at Daytona was rained out. They had enough time to complete the race, but wasted an hour and a half with all the digger fanfare. This is too much. I just want to watch the race.

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The Olympics 08.08.08 www.bbc.co.uk BBC Sport’s marketing campaign and titles for the forthcoming Olympic Games are based upon the traditional Chinese folklore ‘Journey to the West’. The animation and music were specially produced by Jamie Hewlett and Damon Albarn.

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