HSBC UK turns airport baggage belts into race tracks for F1 sponsorship ads
Wunderman Thompson and HSBC UK transform airport carousels into F1 race tracks.
HSBC UK Formula 1 sponsorship idents / Wunderman Thompson
HSBC UK has taken over the sponsorship of Formula 1 on Channel 4 and debuted a fresh set of idents.
The new idents turn the somewhat boring scene of airport baggage carousels into a Formula One track. Channel 4 F1 commentator Alex Jacques and former driver David Coulthard also feature in the ads which were created by Wunderman Thompson UK.
The idents will be structured like a Formula 1 race, with the opening 15-second spot featuring the start of the race, the five-second bumpers featuring quick scenes that happen during race time and the final 10-second spot showing the finish line.
Mike Watson, creative director at Wunderman Thompson UK, said to promote HSBC’s sponsorship the agency wanted to bring “high-octane energy of the races to the leisurely and ubiquitous setting of the airport luggage carousel.” He added: “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.”
The sponsorship deal was brokered by Omnicom Media Group’s PHD for all 23 races throughout 2023, kicking off in Bahrain on March 4.
Credits
Wunderman Thompson
Creative director: Mike Watson
Senior art director: Simon Sworn
Senior copywriter: Sheridan Lord
Business director: Laura Kelly
Account director: Madeleine Webb
Senior account manager: Max Cain
Account manager: Luke Taylor
Junior producer: Millie Greenwood
Senior strategist: Jonny Park
Merman
Director: Guy Manwaring
Producer: Jess Ensor
Executive producer: Siobhan Murphy
DOP: Matthew Emvin Taylor
Editor: Charlie Moreton @ Work Editorial
Post-production: Selected Works
Post producer: Katie Sharpe & Libby Gandhi
Colourist: Lasse Selvi
Sound: James Utting @ Factory
Sound producer: Beth Massey