HSBC UK and Wunderman Thompson bring the excitement ofFormula One to the baggage carouselfor Channel 4 sponsorship deal [Video]

HSBC UK launch idents this weekend as they take over the sponsorship of Channel 4’s coverage of Formula 1.

The sponsorship deal will see HSBC UK’s idents across 23 race weekends throughout 2023, with qualifying for the first race taking place in Bahrain on 4th March.

The sponsorship idents, created by integrated marketing agency Wunderman Thompson UK, will remind viewers of HSBC’s position as one of the world’s leading international banks by turning the normally uneventful scene of an airport baggage carousel into a Formula 1 track. Each ident, directed by Guy Manwaring from Merman, transforms the luggage into Formula 1 cars, and to help bring the sponsorship to life even further, Channel 4 commentator Alex Jacques and former racing driver David Coulthard feature within the idents.

The sponsorship deal, brokered by Omnicom Media Group’s PHD, will run from March to November. The idents will be structured like a Formula 1 race, with the opening 15” …