This spot focuses on the hard work and emotional sacrifice that embodies the Athletes' own journeys to the games rather than a search for medals and glory. We are shown them having to contend with defeat, injury and the pressure of celebrity and that through hard work and persistence these trials can be overcome. We are also given a flavour of the East London venue for the games, the swagger, the hope and vibrancy in an area that actually saw the worst rioting in the UK for thirty years less than twelve months before the games began.