Channel 4 launches ad for Formula One coverage sponsored by Kayak

Kayak, the travel search engine, is to sponsor Channel 4's coverage of Formula One as the broadcaster revealed its first full ad today.

The deal, brokered by SPP, a division of Blue 449, launches today. Channel 4’s first race coverage will be from Bahrain on 2 April and 3 April.

Idents will feature across the ten live races, including practice, qualifying and online activity for watching live and across All 4, the video-on-demand platform. The idents are yet to be released.

The season kicks off on 19 March, and Channel 4 will also show the highlights of the 21 races.

Channel 4 won the terrestrial rights for the races in December, when it said it will air the coverage without ads.

4Creative has also revealed the full ad to promote the races on Channel 4. It uses the classic Formula One theme tune, The Chain by Fleetwood Mac, and shows a black race car covered in the broken down Channel 4 logo, which is used in its branding.

As the camera zooms out, the car revs up and creates doughnuts at Silverstone.

It was created by Alex Boutell, Tim Fellowes, Richard Biggs and Jolyon White. Boutell also directed the spot.

The ad launches on Channel 4 today and will be broadcast across sports shown on BT Sport and ITV, including the England vs Wales Six Nations rugby match on Saturday 12 March.

The car will also feature on a national poster campaign, on digital commuter panels on the London Underground, in national press and business weeklies. It will have the strapline: "0 – 220 mph on 4."

James Walker, the head of marketing at Channel 4, said: "This new campaign is the perfect way to welcome Formula One to its new home on Channel 4 and it will build on the already substantial anticipation levels ahead of the launch of our coverage and the start of the new season."

David Coulthard, who has won the grand prix 13 times, will front the F1 coverage with Steve Jones. Other presenters include experienced drivers Mark Webber, Alain Prost, Alex Zanardi, Susie Wolff, Karun Chandhok, Eddie Jordan and Bruno Senna; and well-known presenters Ben Edwards and Lee McKenzie.

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