Short and long-form content under the title will showcase Ford’s new EGG helmet
Eurosport and Ford Motorsport are working together on a series of documentary content titled Racing Minds.
The short and long-form content, developed by Eurosport with innovation studio Unit 9 and WPP media agency Mindshare, will showcase the Ford’s new EGG helmet and give insights into how the brain reacts to intense pressure and ever-changing scenarios during races.
Filmed at the Motorland track in Aragon, Spain, the home of the Spanish Moto GP, the content has been created by Eursport’s Motorsport Editorial team and Discovery’s Creative Solutions Studio. There will be localised content available in France, Germany, Italy, Spain and the UK.
The content will be broadcast through Eurosport 1 and Eurosport 2, Ford’s ‘Bring On Tomorrow’ subsection on Eurosport.com, the Eurosport App; and Eurosport’s YouTube channel for an eight-week campaign in February and March. A 20” TV Racing Minds promo will also air on Discovery’s pay TV and free-to-air channels.
William May, European marketing manager at Ford, said: “For Ford, motorsport participation is all about excitement. This partnership has enabled us to tell an exciting story about the performance of our drivers – a story rooted in motorsport but one that has interest beyond motorsport fans. To anyone who is interested in human endeavour, this is a must-watch. It also reflects the spirit that exists within Ford as we shape the future of personal mobility and commerce with our electrified range of vehicles.”
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