HSBC UK has launched a series of five idents to accompany Channel 4’s coverage of the 2023 Formula 1 (F1) season, which began with last weekend’s coverage of the championship-opening Bahrain Grand Prix.
The banking group collaborated with creative agency Wunderman Thompson UK to develop the assets, which humorously link the small dramas of the airport baggage carousel to the exhalted theatre of the F1 track.
“HSBC and Formula 1 are both revered international brands. To promote the UK bank’s sponsorship of Channel 4’s coverage of F1, we brought the high-octane energy of the races to the leisurely and ubiquitous setting of the airport luggage carousel,” Wunderman Thompson UK creative director, Mike Watson said.
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“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.”
Brokered by Omnicom-owned PHD, the short films will run from March through to November and will feature Channel 4 commentator Alex Jacques and former racing driver David Coulthard.
HSBC UK chief marketing officer, Becky Moffat added: “We’re really excited to be partnering with Channel 4 for their coverage of the 2023 Formula 1 season. This sponsorship perfectly aligns to our purpose as an organisation, using our global connections to open up opportunities for our customers in the UK, and we can’t wait to see our partnership come to life whilst we watch what should be a thrilling season of F1 on Channel 4”
