Sky, Shell and BMW join forces in a new short series to promote and educate audiences on high performance

  • Series will follow Soccer AM’s Adam Smith as he tests himself to become a professional footballer
  • Shell V-Power and BMW M are fuelling the series which highlights the importance of the right tools for both athletes and cars
  • Celeb-led videos will run across multiple Sky platforms 

Sky Media has produced a series of talent-led, short video documentaries with Shell V-Power and BMW UK to promote the high-performance offerings of both brands to audiences across addressable TV, video on demand (VoD), online and social channels.

Launching on the 16th November, the four episodes follow Sky’s Soccer AM presenter, Adam Smith, as he embarks on a journey to see if he has what it takes to become a professional footballer, under the guidance of high performance trainer, Jamie Reynolds. During the series, Adam seeks advice on how to perform at the top of his game from other professionals while driving them in the new BMW M5 – including racing driver, Jodie Kidd, and star of the Seen Through Glass YouTube channel, Sam Fane. The series is fuelled by Shell V-Power, Shell’s best performance fuel, highlighting the importance of having the right tools and attitude in one’s drive to performance.

The celebrity-led videos will feature as a native article on the Sky Sports and Sky News websites and shortened versions of the content will run as adverts across Sky’s TV, VoD and social channels.

Viewers will be encouraged to enter a social media competition by uploading their own photos and videos sharing their proudest performance moments from any sports or arts discipline. The TV campaign will also run through the innovative Sky AdSmart targeting platform, allowing BMW and Shell to deliver bespoke content to a relevant audience of affluent drivers at scale.

The partnership was brokered by Sky Media and Mediacom.

Jason Hughes, Head of Creative Solutions and Branded Content at Sky Media, said: “We are delighted to be working with BMW and Shell to deliver this high-performance partnership. Through the power of our TV technology and platforms, our talent, and our creative solutions team, we can create engaging branded content which reaches a relevant audience at scale and drives viewers to digital and social platforms.”

Franziska Kaiser, Brand & Comms Lead UK at Shell Retail UK, said: It’s been hugely exciting to create content with such fantastic brands as Sky Media and BWM telling our Shell V-Power performance story in such a compelling way. Performance takes practice and we have tirelessly innovated to create Shell V-Power, our best cleaning performance

Andrew Furse, Brand and Launch Communications Manager at BMW UK, said: “We are pleased with the way in which we can tell this sequential story of Adam Smith preparing to test himself against an ultimate performance trainer. Preparation for performance is key in any field to deliver something that is truly world class, and this is reflected in the development of the new BMW M5. This made it the perfect choice to support Adam on this journey and help to communicate this message.”

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