They say this is the first social media Olympics, and for the next few weeks we'll be bombarded with tweets, status updates and blogposts from all manner of commentators. But Mother London has chosen to focus on one unique perspective; that of an ordinary man, "Nigel", whom the agency has commissioned to write a set of songs inspired by his travels around London's transport network during the Games.
For the duration of the Games, Nigel will travel on bus, tube, train and cable car, listening to Londoners' conversations and delivering a set of lyrics by midday each day. The songs will be produced overnight by Universal Music and Racket Music and will be available to listen to for free each morning at Facebook page Listen with Nigel. You can also follow Nigel's progress on Twitter.
Nigel was chosen for the task over a chance encounter with Mother strategist Alice McGinn on a train. Shocked by McGinn's friend's ignorance of Bob Dylan, his lifelong hero, he went home and wrote a song about the incident. It was enough to win him the chance to become the London Games' very own folk hero.