Â鶹Éç's coverage of the Commonwealth Games in Manchester is being
given a big push with two national TV trails.
With the catchline, Bring on the Superhumans, the two 40 second
trails are aimed at the non-sports fan and get them wondering - how
does she run that fast? How can he swim like that?
The first trail shows a runner racing a speeding bullet through a
tunnel. Fans of athletics will recognise her as Britain's record-breaking
female triple jumper Ashia Hansen.
Australian
swimmer Geoff Huegill |
The second shows
a swimmer powering up a huge fast flowing waterfall. It features the
Australian swimming supremo and 50m butterfly champion Geoff Huegill.
The creative idea demanded a massive, dramatic, fast-flowing waterfall
of epic proportions and for this the team flew to the immense Boven
Falls outside Johannesburg in South Africa.
Both Ashia Hansen and Geoff Huegill are world record holders and epitomise
the ‘superhuman’ idea behind the campaign.
But a Â鶹Éç spokesman said: "Getting across the core messages of
the campaign - that the Commonwealth Games is a competition of world-class
stature attracting athletes of extraordinary ability - to our target
audience of non-core sports fans, isn’t actually dependent on the
athletes being recognised by the audience."
"That idea is communicated effectively when the audience sees
the athletes overcoming odds with superhuman capabilities - whoever
they are. But, we felt that as we could have access to such high achievers
in their respective sports they would add to the campaign."
There is also a poster campaign featuring:
 a
gymnast on the crane;
a
hurdler in the steeplechase;
a
runner racing greyhounds;
a
diver from the bridge (photographed at the Calatrava's landmark Trinity
Bridge near the Lowry Hotel in Salford)
More on the poster campaign soon. |
