BBC Sport’s ‘It’s A Brum Thing’ Promotes Coverage Of Birmingham 2022 Commonwealth Games

BBC Sport built buzz ahead of Birmingham 2022 and boosted awareness of its coverage of the Commonwealth Games with a mixed real world and animated footage promo titled ‘It’s A Brum Thing’.

The XXII Commonwealth Games, hosted by the UK city of Birmingham, will get under way from 28 July and all events during the 12 days of action will be televised in the UK by the BBC (via BBC Sport, BBC iPlayer and BBC Sounds).

BBC Creative worked with independent production studio KODE, Director Harry Cauty and Lobster Studios to create ‘It’s A Brum Thing’ to celebrate the rich cultural and sporting heritage of the host city Birmingham.

The stop-motion, 2d and live-action collage style spot is set to a track by the band Friendly Fires and features a strong team of famous faces from Birmingham including comedians Lenny Henry and Guz Khan, musicians Goldie, Ozzy Osborne, Lady Leshurr and Jaykae, as well as sports stars such as Dina Asher-Smith, Aled Davies, Rhys McClenaghan, Katie Archibald, Laura Kenny, Keely Hodgkinson, Laura Muir, Emiy Campbell, Jack Laugher, Adam Peaty and Duncan Scott, plus TV presenter Cat Deeley, actor Kenny Baker and fictional TV Brummie and Peaky Blinders gangster hero Tommy Shelby.

The creative approach employs a variation of styles and is peppered with charming and refreshing surprises – including Easter eggs and charging bulls – all linked to Birmingham’s heritage. The film closes with a stop motion miniature build from Yamination (based in Birmingham) and then eases it back into contemporary live action reality.

‘It’s a Brum Ting’ debuted online on 19 July and premiered on BBC television during the Wimbledon finals and will continue to run across the national public broadcaster’s TV and digital platforms through the games.

“We set out to make a film that not only informs, but really celebrates Birmingham and the Midlands, not just in story, but in the making too,” commented Creative Director James Cross of BBC Creative. “It was so important to us to live up to the Brum Ting by using local talent throughout, from the music through to the multiple animators. The result is so brilliant and entertaining, and we’re really proud of it too. Although as a Midlander, I really don’t think anyone should attempt to swim in the canals around Brindley Place in real life.”

“The more you dig into the story of Birmingham, the more gems you discover. From its rich industrial heritage, its music scene, food scene, the icons of entertainment that hail from there, and the diverse communities that have come to call it home,” added BBC Creative Head Of Production James Wood. “This campaign is a homage to the city hosting this year’s Commonwealth Games. Some of Birmingham’s finest artists and creators were involved in the making of it: Ikki Dhesi, Yamination Studios, Superfreak and a bostin soundtrack by the Friendly Fire Band.”

“What an absolute privilege it has been to work with such a diverse and inspiring group of artists during this project,” said KODE Director Harry Cauty. “I loved how much this brief was about making Birmingham the hero. Where the BBC wanted to represent as many people and places as possible, I wanted to do the same when it came to the animation team behind the film. There are so many nods to Birmingham throughout the film, blink and you’ll miss them. I was keen to move through multiple styles and bring them together seamlessly. I absolutely love that the film is full to the brim with ideas, people and places; so much so that each time someone sees the ad they may spot someone or something they didn’t the last time they saw it – making for a new experience each time it’s viewed.”

The campaign was created by a team at BBC Creative which included ECD Rasmus Smith Bech, Head Of Planning Mike Lean, Head Of Production James Wood, Creative Director Tim Jones, Creative Shishir Patel, Audio Kate Dinsdale, Pictures Sam Ratcliff, Producer Jess Fenton and Project Manager Matt Totterdell.

The production studio was KODE, with animators Lobster Studios, Smoking Hippos and Yamination, the mural artist was Super Freak and the illustrator was Miguel Ángel Camprubí, with grade was handled by Wash and sound by The Farm.

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The broadcaster’s flagship promo, which followed a few days after early activation from sponsors such as network partner Aruba’s ‘Connected’ comic spot series and Team England’s 2021 ‘Bring It Home’ and 2020 ‘Live Through History’ campaigns, follows on from the previous 2018 Gold Coast (Australia) Commonwealth Games campaigns like Woolworth’s ‘Grown For Gold’ and CGA’s ‘Greater Together’ activations