August and September saw Salesforce activate its Formula One (F1) sponsorship with the McLaren F1 Racing through a campaign focusing on the concept of partnerships which featured driver Lando Norris and formed a colourful tribute to how Salesforce can deliver customised experiences to keep client customers at the centre of the experience.
The campaign, which ran digitally around the globe and also via TV broadcast in a trio of key European markets (Germany, Italy and the UK), was produced by Kaboom and the creative was helmed by Directors Justin Plummer and Martin Strauss and edited by Tim Fender.
Filmed both in Mexico City and at McLaren’s headquarters – The McLaren Technology Centre – in Woking (UK), the colourful and youthful spearhead commercial brings to life Salesforce’s own vibrant expression of what the global production landscape looks like. Titled ‘Formula 1 Wows Fans With Salesforce’ and debuting online from 21 August, the spot asks how F1 connects with each and every one of its 500m fans and then provides the answer to its own question – Salesforce. It outlines how Salesforce provides a shared view of every fan’s data and uses it to create ‘the right experience, for the right fan, at exactly the right time’.
The directing duo are known for effortless merging precision production techniques and vibrant narratives and they used a BOLT High-Speed Camera Robot for its ability to capture motion images in crisp focus and provide dynamic transitions from scene to scene.
“Working closely with the Salesforce team we developed an approach that is pop-y and playful, and that puts the Salesforce and F1 partnership forward in a really fun way” commented Plummer. “The planning we put into the work together enhanced every aspect of this simultaneous and fast-paced process.”
“This is the fifth project we have done with Salesforce and we appreciate the unique creative opportunities and deepening collaboration that comes from our work together,” added Martin. “Being part of a directing duo, we see production as a team sport but it is the shorthand and trust with everyone that made this possible.”
The campaign was created for and by an in-house marketing team at client Salesforce which included Producers Sarah Politis and Rob Alcaraz, Vice President Carl Loeb, Creative Directors Jessica Bognar and Karen Farrell, Copywriter Niki Clainos and Project Manager Rafael Reis.
Production was by Kaboom Productions with Directors Martin Strauss and Justin Plummer, Executive Producer Lauren Schwartz, Head Of Production Steven Sills and Line Producer Marc Blitstein. Post production and VFX was also run by Kaboom Productions with Coordinator Malia Rosburg, Editor Tim Fender, VFX Artist Matt Trivan and Colourist Sean Wells.
Further production was handled by a team at Bang TV which was led by Executive Producer Jeremy McWilliams, Producer Tim Whitehead and Director Of Photography Ruaraid Achilleos.
The production service company was Home Films where the group working on the project included Executive Producer Ari Garza, Line Producer Carlos Vargas and Director Of Photography Mateo Londono.
Music and sound was handled by Swell Music & Sound.
It was in 2023 that Salesforce added to its global partnership with F1 by penning a team partnership with McLaren racing to add a further activation touchpoint to the marketing mix. The multi-year deal saw Salesforce branding added to McLaren’s at-race garages and across its digital media for 2023.
This campaign ran in parallel with other Salesforce / McLaren F1 2023/23 season activations such as early September’s driver fronted ‘Over Or Under’ online video.
This season’s marketing follow on from last season’s work which included March 2023’s ‘Formula 1 Is Fan Company’.