F1 2021

With excitement around live sport in 2021 reaching fever pitch, Sky Creative has delivered its first pan-European start of season campaign for Formula 1, covering the UK, Ireland, Germany, Italy, Austria, and Switzerland, in a first for the agency.

The full campaign featured four brand TV ads that are all based on iconic F1 moments set to Fat Boy Slim’s iconic ‘Right Here, Right Now’ track.

In addition to the TV ads, other key assets across the campaign included a disruptive radio ad, press, social, digital and DOOH.

We also worked closely with Mediacom on innovative digital deliverables that saw Sky Sports engage with online gaming platform Twitch for the first time and offer live coverage of the first lap of the Bahrain Grand Prix to Twitter users via a tweet to unlock mechanic.


“The simplicity at the heart of this year’s Formula 1 campaign is what makes it so powerful. After the disruption caused to live sport by Covid in 2020, we didn’t feel the need to overly complicate the message. Live sport is back and there’s nothing more exhilarating. And that’s what the campaign communicates. Great work by the Sky Creative team as always.”

–  Robin Garton, Sky Creative’s ECD, Advertising