Ad of the Day: Velodrome

Crystal CG, Chemical Brothers forge an insane, robotic promo for the Olympic cycling venue

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Any Chemical Brothers video is going to have some stiff competition in the talent department, since Michel Gondry and Spike Jonze are among the gifted folks who've created videos for the electronica group (Gondry's "Star Guitar," in which the various beats are kept by objects flying past a train window, is particularly good). But London creative agency Crystal CG's three-minute "Velodrome" spot—created to promote the indoor-cycling venue at this summer's Olympic Games—keeps the standard quite high, with its oddball Tron-on-even-more-acid design aesthetic and visuals that look like they could be painted by lasers on the ceiling of a warehouse full of raving teenagers.

Given the popularity of electronica in Britain (the Chems themselves are from Manchester), it's appropriate for the London Games.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in