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Channel 4’s F1 Coverage Campaign Is A Mario Kart-Esque Race Into The Unknown, 1 year, 3 months ago

The visuals in this ad from 4Creative will whet your appetite for this year's racing action

Channel 4’s F1 Coverage Campaign Is A Mario Kart-Esque Race Into The Unknown

Channel 4 has unveiled its latest conceptual ad campaign promoting the 2017 FIA Formula One World Championship™.
The campaign focuses on how the 2017 season is a ‘race into the unknown’ and emphasises the changing face of F1® with this season which sees the introduction of new rules and cars.
The 40 second ad by in-house creative agency 4Creative includes stunning psychedelic visuals that turn racing on its head, and includes a new composition by Pitch & Sync.
The campaign also encompasses posters nation-wide as well as a radio campaign.
As the only broadcaster to offer ten F1® races live and free to air, Channel 4 is excited to be covering a season with brand new regulations. The cars are wider, heavier and faster than ever making it one of the most highly anticipated seasons for many years.
Channel 4’s Head of Marketing James Walker said: “It’s always a really big challenge trying to encapsulate the heart-thumping thrill of F1® racing in an ad campaign but 4Creative have succeeded in doing that and also managed to convey the sense of change which is coming to this year’s sport with the rule and car changes.”
4Creative’s Creative Director Dan Watts said: “With new rules and new cars, all bets are off and everything’s up for grabs. This year’s F1® season is a 200mph trip into into the unknown.”

Advertiser: Channel 4

Producer: Rory Mclean

Head of Marketing: James Walker

Group Marketing Manager: Grace Ayres

Executive: Maya Padhya (marketing)

Creative Agency

Creative Agency: 4Creative

Creative Director: Dan Watts

Executive Producer: Shananne Lane

Executive Creative Directors: Chris Bovill & John Allison

Project Manager: Oliva Emmerson

Creatives: Jim Chambers, Nina Beyers, Tom Espezel-Bentley, Dahlan Lasalle

Group Business Director: Matt Berry

Head of Production: Clare Brown

Category: Automotive , Cars