Formula E's High-Octane Street Racing Spot Aims to Boost Sport's Popularity

Iris has produced its first work for Formula E since winning the global strategic and creative account in December last year.

The integrated campaign launches with a high-energy TV commercial, encouraging people to tune into the upcoming street race taking place in Marrakesh on Saturday 13th January on Channel 5.

The 30 second spot forms part of a wider strategy aimed at introducing the sport to new audiences and getting more people to watch the Formula E Electric Street Racing series.

Created by Iris and produced by the network’s production company, POPS, this adrenaline-charged ad speeds around the streets of Marrakesh reflecting the electrifying power and energy the Formula E race will bring to the city. With a total of 14 races taking place across 11 cities, this is the first in a series of creative that will be tailored per race location. 

Lizzie Bacon, Senior Marketing Manager, at Formula E commented: “Our new campaign will challenge perceptions of electric racing and provoke sports fans to tune in and find out how Formula E is reinventing racing.”

The 30 second film was directed by Iris’ Ross Taylor and Jam’s Dan Andrew. The TV will be supported by a fully integrated campaign that spans TV, social, outdoor and digital channels, running in the UK and Germany.

Ross Taylor, Creative Director at Iris said: “We’re thrilled to be embarking on this journey with Formula E; to create culture shaping work that will get more people talking about, and more importantly, watching the sport.”