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HSBC UK turns airport baggage belts into race tracks for F1 sponsorship ads


By Hannah Bowler, Senior Reporter

March 7, 2023 | 3 min read

Wunderman Thompson and HSBC UK transform airport carousels into F1 race tracks.

HSBC UK Formula 1 sponsorship idents

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.


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


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

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