HSBC UK substituted the racetrack for a luggage carousel in its set of Formula One (F1) idents activating the bank’s Channel 4 motor racing sponsorship for the new 2023 season.
The creative was developed by agency Wunderman Thompson London and the campaign, which launched around the UK terrestrial TV broadcaster’s coverage of the inaugural race of the season, seeks to remind F1 fans and television viewers of HSBC’s global presence.
The objective of the sponsorship idents is to remind UK viewers of HSBC’s position as one of the world’s leading international banks and the creative approach was to turn the normally uneventful scene of an airport baggage carousel into a F1 race track.
Helmed by Merman Director Guy Manwaring, each ident transforms individual items of luggage into F1 cars and the carousel rubber belt into an asphalt race track as the spots seek to bring the sponsorship to life with the addition of Channel 4 motor sports commentator Alex Jacques and former F1 driver David Coulthard.
The structure and roll out of the idents mirrors that of an F1 race: the opening 15-second spot features the start of the race as the cars accelerate off the grid and this was followed through the coverage by additional 5-second bumpers featuring quick scenes mimicking in-race events and action, while the final 10-second spot shows the finish line and the famous chequered flag.
“HSBC and F1 are both revered international brands, so to promote the UK bank’s sponsorship of Channel 4’s coverage of F1, we brought the high-octane energy of the races to the leisurely and ubiquitous setting of the airport luggage carousel,” explained Wunderman Thompson UK Creative Director Mike Watson. “The humorous juxtaposition of the frantic race commentary over the slow-moving luggage creates a set of witty idents that will cut through in the ad break.”
HSBC UK CMO Becky Moffat added: “We’re really excited to be partnering with Channel 4 for their coverage of the 2023 Formula 1 season. This sponsorship perfectly aligns to our purpose as an organisation, using our global connections to open up opportunities for our customers in the UK, and we can’t wait to see our partnership come to life whilst we watch what should be a thrilling season of F1 on Channel 4”
The campaign was created by agency Wunderman Thompson London where the team was led by Creative Director Mike Watson and included Art Director Simon Sworn, Copywriter Sheridan Lord, Business Director Laura Kelly, Account Director Madeleine Webb, Account Manager Max Cain, Account Manager Luke Taylor, Producer Millie Greenwood and Strategist Jonny Park
Media was handled by PHD Media and production by Merman London with Director Guy Manwaring, Producer Jess Ensor, Executive Producer Siobhan Murphy and Director Of Photography Matthew Emvin Taylor.
Post production and VFX was by Selected Works, editorial was handled by Work UK and music and sound by Factory/
Comment
It was back in February 2023 that Channel 4 announced that HSBC UK would sponsor its coverage of the new Formula 1 season between March and November 2023. The deal was negotiated and planned by Omnicom Media Group agency PHD in a deal estimated to be worth around £1.5m.
The sponsorship will see HSBC UK run idents across 23 race weekends starting with qualifying for the season’s first race on 4 March in Bahrain.
The majority of Channel 4’s F1 coverage is ‘as live’ with the exception of the British Grand Prix which is live.
Sky Sports, who rolled out its own F1 ‘Enjoy the Ride’ promotional campaign in Mid-February, holding the rest of the exclusive rights for live F1 coverage in the UK.
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