Following the first six races, Season 9 of the ABB FIA Formula E World Championship proving to be dramatic and unpredictable: with five different drivers topping the podium and the TAG Heuer Porsche Formula E Team leading the Teams’ and Drivers’ standings (through Pascal Wehrlein).
To celebrate mid-season excitement and momentum and seek to attract and engage new fans midway through the 2022/23 series, Formula E paired up with Uncommon Creative Studio for a campaign that focuses on the unpredictable and exhilarating racing, the extraordinary mentality of the drivers and the fact that the series is relentless pushing racing forward.
Led by a two-minute hero film titled ‘Progress is Unstoppable’, which was helmed by Director Sam Walker, the creative sets out to champion Formula E’s unbridled and forward facing mindset and mantra.
Opening with a bird fluttering around a cage before cutting to a driver sat waiting on a bench before climbing into the driver’s seat of a GEN3 car inside of a plane. The car then accelerates out through the open cargo doors into the blue sky. As velocity peaks, the driver ejects and parachutes to safety, while the car plunges towards the ground before the camera cuts back to the bird now set free from the cage.
Pitching the current series as ‘Formula E’s best season ever’, ‘Progress is Unstoppable’ dropped on 13 April (ahead of the season’s next race – the Berlin E-Prix on 22/23 April) with the hashtags #ChangeAccelerated and #ABBFormulaE and copy claiming ‘this is the most exciting start to a season in Formula E history’.
The spearhead spot is backed by a number of different assets running across a variety of digital and above-the-line channels and it comes in three distinct versions with narratives that speak to Formula E’s distinctive audience interests: human drama, attitude of racing and innovation of the car.
The campaign, which will run through the remainder of the Formula E season, and is one of a suite of films running across multiple media touch points including digital, social and BVOD channels in the UK, India and other global markets.
The campaign was created for the Formula E client marketing team which included Chief Marketing Officer Henry Chilcott, Marketing Director Alex Aidan, Marketing Manager Catherine McCartan and Marketing Executive Catherine Woodruff. The creative and production agency was Uncommon, media was handled by Craft media, Guerillascope and Fifty, with additional input from Patriot Films, Rascal, Trim Editing and sound outfit King Lear.
Comment
This spot is both visually unexpected and impactful and the ‘Progress Is Unstoppable’ initiative follows on from 2022’s ‘No Turning Back’ campaign.
Kicking off on 14 January in Mexico, Season 9 is proving unpredictable and exciting as the series introduces the new GEN3 race car, new host cities of Cape Town, Hyderabad, São Paulo and Portland, as well as new teams on the grid including Maserati, McLaren and ABT.
Formula E, which positions itself as ‘the pinnacle of electric motorsport’, is an FIA accredited World Championship ‘committed to creating thrilling racing on track and positive impact off it’.
Indeed, it was recently independently ranked as ‘the most sustainable sport in the world’ by the Global Sustainability Benchmark in Sports (GSBS).
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