A driver is catapulted out of a plane in this epic Formula E spot
It’s the third ad for the organization from creative studio Uncommon London.
To mark season nine of Formula E, the motorsport championship for electric cars is exciting fans with an exhilarating ad campaign that will have people on the edge of their seats. The fun spot begins with a bird that appears to be trapped in a cage, before panning to the interior of a plane where a driver is waiting in his car, gearing up for something big.
As the intensity builds, the plane opens up and the car is launched out into the clouds. It dances with the wind before the driver opens his parachute and glides around the sky as the car gets closer to the ground. At the last moment, the scene cuts to the caged bird set free and the words ‘Progress is unstoppable’ appear on the screen.
Nils Leonard, co-founder at Uncommon, said: “This film is the story of Formula E’s journey and unrelenting progress forward told through the Gen3 car and its fearless drivers. The story of an ambition to progress completely set free.
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“We wanted to make something unlike anything made in racing before. The goal was something that would move you whether you were into motorsports or not. Something dangerous and beautiful. A kind of dance you can’t take your eyes off.”
To coincide with the hero film, there will be other assets that speak to Formula E’s distinctive audience interests: human drama, the attitude of racing and the innovation of the car. Each will be amplified through various media touch points, including digital, social and broadcaster-video-on-demand channels in the UK, India and other global markets.
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Henry Chilcott, chief marketing officer at Formula E, added: “Six races into season nine and the debut of the all-new Gen3 race car, we’re fast building a reputation for delivering the most thrilling motor racing on the planet.
“For our third campaign with Uncommon, we wanted to create something as uncompromising, unpredictable and exciting as our racing. ‘Progress is unstoppable’ is both a bold act and an attitude, designed to show the disruptive power of our sport and fight for the attention of new fans with something they have never seen before.”
Like this article? Read our recent interview with Nils Leonard about his life and career.