With the Formula 1 (F1) season fast approaching, Sky Sports has engaged its in-house agency, Sky Creative Agency (SCA), to develop a fresh look to mark it becoming the home of live and exclusive F1 content.
This is the first time Sky Sports will exclusively cover the F1 season, owning broadcast rights to 20 out of 21 races.
Alongside a start-of-season campaign, SCA has also overseen all the design elements around its coverage, including a brand-new title sequence, interactive touch screen broadcast podiums, a new F1 zone and interview platform.
To highlight how its exclusive coverage is the ‘next chapter’ of F1, Sky Sports has launched an ad that starts at the very beginning to show how far it has come.
The film opens in a scene from F1’s early days – a time when things were a lot more manual. As the evocative bassline of Fleetwood Mac’s The Chain kicks in, a lone mechanic is seen fixing a wheel onto an old Ferrari with a hammer.
The camera sweeps across the scene, heading further into the future until we reach the age of technology, when F1 rose up from its primitive beginning and began getting a lot faster.
The music and activity build as the camera moves to another scene when TV enters the mix and audiences were able to get much closer to the action.
Finally, we find ourselves in the present day, where Sky Sports is at the helm. As the camera glides across, the viewer sees the TV channel covering all aspects of the championships from interviews to on-air broadcasting.
Commenting on the campaign, Sky Sports’ head of brand marketing, Robbie Balfour, commented: “SCA has really impressed in what is a huge year for the brand. To mark Sky Sports becoming the home of live and exclusive F1, we set out to deliver a campaign that both celebrates the sport’s history, and reflects our excitement for its future, and the result is fantastic.
"Working in close collaboration with the entire Sky Sports business, SCA has helped craft a campaign which really does justice to our brand and this great sport.”
Reflecting on the brief, Sky Creative Agency’s executive creative director, design, Ceri Sampson commented: “I couldn’t be prouder of the work that Sky Sports Design team has delivered to realise the brief from Sky Sports. It was a massive brief and being the exclusive live broadcaster for the first time meant we had to make sure the brand design strategy was on point and the team more than delivered.”