Has the BBC's Winter Olympics ad finally made curling cool?

Well there we were, innocently watching the Super Bowl last night (and yes, not feeling so fresh today, thanks for asking) and we happened to see the BBC's new trail for the Winter Olympics. We'll be damned if it doesn't put Jamie Hewlett's sequences for the Beijing games - nice as they were - in the shade.

The ad features an Inuit warrior saving his monochromatic world from darkness - embodied by a giant spirit bear - with only the help of a snowboard, which becomes skis, which become a skeleton bob. Hey, we've all been there. The real masterstroke, though, is that the killer blow is dealt by the weapon of that most mocked of all winter sports, a curling stone. The stunning animation was directed by Marc Craste of London-based Studio AKA, who also made the great ad for Guinness, featuring giant beasties playing rugby in a pint. The Olympics ad can be seen by clicking on the picture above, or here. The BBC coverage of the Winter games starts on 13 February.

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Images copyright Studio AKA