With animation from Jamie Hewlett and music by Damon Albarn, BBC Sport’s new campaign for their Olympics coverage is based upon the traditional Chinese folklore tale, Journey to the West by Wu Cheng’en – probably more familiar to UK viewers through its TV incarnation, Monkey Magic!, itself an English language version of the 1970s Japanese show, Saiyūki. In the BBC’s trailer, Monkey and the inimatable Pigsy make their way on a Journey to the East, ultimately to the bird’s nest-like National Stadium in Beijing.