Philips to launch ad-funded F1 series

Philips is backing a new ad-funded documentary series on the AT&T Williams Formula One team, which will air on Eurosport.

The programme is titled The Factory and aims to provide a behind-the-scenes look at the day-to-day lives of team members, including engineers and designers. The first of a series of ten episodes airs on 24 April.

The Factory is billed as a "docu-soap" and follows the team members' lives both in and outside of work.

A spin-off vignette series on the technical aspects of an F1 car will also air on Eurosport.

As well as a clear on-air presence as a result of Philips Shavers' sponsorship of the team itself, the campaign package will feature co-branded MPUs (multiple purpose units) on Eurosport.com to direct traffic to the vignette series, and a global competition offering the chance to drive an F1 car at Silverstone.

Philips Shavers has sponsored the F1 Williams team since 2005. In December last year, the company extended its sponsorship agreement by three years to run to the end of the 2010 season.

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