Formula E has launched a new brand campaign film entitled ‘Progress is Unstoppable’ reflecting the momentum building for what is widely regarded as the most exciting season of electric racing yet in the ABB FIA Formula E World Championship.
The dramatic new short film focuses on the GEN3 race car – the fastest, lightest, most powerful and efficient electric race car ever built – creatively championing the extreme capabilities of a car developed at the intersection of cutting-edge technology, high-performance and sustainability.
The first six races of Season 9 and the GEN3 era have seen five different drivers emerge on top of the podium following dramatic, unpredictable and highly-competitive racing. The GEN3 has also delivered the fastest lap ever in Formula E’s 106-race history in Cape Town while the most recent race, the 2023 Julius Baer São Paulo E-Prix, was a thriller for fans and TV viewers around the world with 114 overtakes and 11 lead changes.
The short film has been released in the build-up to the 2023 SABIC Berlin E-Prix this weekend (Saturday 22 and Sunday 23 April). Berlin is the only city to host a race in every Formula E season to date and the double-header of races marks the halfway point of an action-packed Season 9. The races will air live on Saudi Sports Channel and Dubai Sports.
Formula E has partnered with Uncommon Creative Studio on the project which is the third creative endeavour together and the most ambitious to date. Directed by Sam Walker, the film ‘Progress is Unstoppable’ is visually unexpected and impactful, championing Formula E’s unbridled forward-facing mindset and mantra.
Henry Chilcott, Chief Marketing Officer, Formula E said: “Six races into Season 9 and the debut of the all new GEN3 race car, we’re fast building a reputation for delivering the most exciting motor racing on the planet. For our third campaign with Uncommon we wanted to create something as uncompromising, unexpected 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’ll never have seen before.”
The short film will form part of a wider visual campaign that will run through the second half of Season 9 which will climax with the 2023 Hankook London E-Prix double-header on Saturday 29 and Sunday 30 July at ExCeL London on motorsport’s only indoor/outdoor race track. Tickets are on sale now.
