Telegraph unveils F1 coverage idents

The Daily Telegraph is using its £4.5 million Formula 1 sponsorship to communicate that its coverage of the sport is about as close as you can get to it without being there.

Clemmow Hornby Inge has come up with a series of 15-, ten- and five-second idents that will surround ITV1's coverage of the season.

Each spot shows different characters in everyday situations reading a copy of the Telegraph. A Formula 1 car zips past and the reader and their paper are blown around, demonstrating that the Telegraph's coverage is almost as good as being at the race itself.

The idents were art directed by Christer Andersson and written by Alex Ball. They were directed by Zac and Dan through The Lab.

The sponsorship deal was negotiated by Gary Knight at ITV Sales and Keith Impey on behalf of Active Sports Marketing for the Telegraph Group. The F1 season begins on 6 March with the Australian Grand Prix and runs through to 24 October. It will be shown on ITV1.

The deal follows the launch of a new round of TV commercials and outdoor work to broaden the Telegraph's appeal. TV ads, which launched on Monday, feature characters including the Kill Bill star Michael Madsen, the England rugby player Matt Dawson and students in a lecture hall, in an attempt to appeal to a younger audience.

The ads will appear around programming such as sport, drama and documentaries, and were booked by Universal McCann with strategy by Naked Inside.

The paper is also sponsoring two exhibitions at Tate Britain: Pre-Raphaelite Vision: Truth to Nature and In-A-Gadda-Da-Vida, a collaboration between British artists Angus Fairhurst, Damien Hirst and Sarah Lucas.

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