RIYADH: 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 new short film focuses on the GEN3 race car — the fastest, lightest, most powerful and efficient electric race car ever built — and its cutting-edge technology, high performance and sustainability.
The first six races of season nine and the GEN3 era have seen five different drivers emerge on top of the podium, and the new car has also delivered the fastest lap ever in Formula E’s 106-race history in Cape Town. Meanwhile the most recent race, the 2023 Julius Baer Sao Paulo E-Prix, saw 114 overtakes and 11 lead changes.
The short film has been released in the buildup to the 2023 SABIC Berlin E-Prix this weekend from April 22 to 23.
Berlin is the only city to host a race in every Formula E season to date and the double-header marks the halfway point of an action-packed season nine. The races will air live on Saudi Sports Channel and Dubai Sports.
Henry Chilcott, chief marketing officer for Formula E, said: “Six races into season nine 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 nine which will climax with the 2023 Hankook London E-Prix double-header from July 29 to 30 at ExCeL London on motorsport’s only indoor and outdoor racetrack.
