Brazilian TV network Band launched the second spot in its Formula One (F1) on 12 May promoting its new status as the country’s official race series broadcaster.
The promo, titled #OnlyBandShows, was created by agency FCB Brasil and the video shines the sporting spotlight beyond race winners and podium celebrations and explores other stories behind the scenes in the championship which blend emotion, speed and adrenaline.
The idea is that by showcasing some of the countless stories that exist in F1 – about people, backstage action, racing cars and their limits – the campaign highlights the fact that only the network that has covered every kind of sport can best convey all these facts, details, and emotions.
Thus the new spot offers an impactful perspective on the compelling F1 stories that comprise the network’s coverage which span Band’s TV and digital channels.
The new creative continues the ‘Formula 1 now on Band. The more you see it, the more you love it’ tagline which first appeared in the debut promo piece last month.
“We are showcasing the Band way of telling stories from the sports universe. Whether it’s the rivalry between teammate drivers fighting for 4th place, a driver’s struggle to keep his job, or the battle between two manufacturers to see who has the fastest car, these are complete stories for auto racing aficionados, and not just the winner’s story,” said FCB Brazil Executive Creative Director Marcelo Rizério.
“We are very excited with the impact of the OnlyBandShows campaign, that has been so well received by the entire Band team and embraced by the sportscasters from the very first race, the Bahrain GP, in March,” added Rizério.
The ‘Only Band Shows’ F1 campaign was created for Band marketer Cris Moreira and Lota Ferraz by a team at agency FCB Brasil which handled strategy, creative and production with a group that included Amanda Fonseca, Andreza Cursino, Anna Martha Silveira, Ary Nogueira, Beatriz Vargas, Bibiana Saldanha, Camila Galdêncio, Daniela Fonseca, Danilo Castro, Elton Longhi, Fábio Cristo, Fábio Freitas, Fernanda Geraldini, Fernando Rihan, Gustavo Martins, Henrique Aquino, João Albertini, João Porto, Luiz Eduardo Doria, Marcelo Rizério, Mário Morais, Mateus Madureira, Matheus Kafka, Murillo Moretti, Pedro Lazzuri, Rafael Martins, Rafael Pascarella, Renata D’avila, Ricardo John, Rodrigo Almeida, Rodrigo Resende, Thomás Paiva, Tiago Santos and Vitor Camacho.
The production company was Stink Films with Executive Director Ingrid Raszl, Executive Producers Renata Dumont, Carolina Junqueira, Tico Cruz, Camila Martinez, Ana Gazal and Marcela Amstalden, Production Coordinators Paula Macedo, Rogerio Maestro, Mariana Kerche and Amanda Grell, with Post-Production Coordinators Roberta Bruzadin and Marcela Antunes, Image Researcher Guilherme Ifanger.
Editing was by Squarehead, sound by Canja and the musical score was by Levi Mynssen.
Comment:
The follow up promotion came after the network saw a five-fold increase in its audience on the first weekend of the F1 season.
Band acquired the broadcasting rights for the top motorsport category in the world after nearly 40 years and already has generated the second position in Brazil’s total TV audience (according to Ibope ratings) for the first three races of the season).
Band has also teamed up with auto racing category advertisers Claro, Heineken and Banco do Brasil for its F1 coverage.
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