My previous post about TV marketing on the Web is just 2 days old, and the BBC is here again to surprise us with another impressive spot created to promote its coverage of the Olympic Games.

As explained on the BBC website, the animated sequence, based on the classical Chinese novel, "Journey to the West", has been produced by Damon Albarn and Jamie Hewlett, the men behind virtual band Gorillaz. It will feature on TV, radio, web and mobile, introducing coverage of the Games on BBC Sport - the Olympic broadcaster in the UK.