“YOU LIVE THE MOMENT. WE DRIVE THE EXCITEMENT.” – FORMULA E

Formula E Grand Prix Jeddah 2024 TVC – “You Live the Moment. We Drive the Excitement.”
Campaign Summary (350 words)

For the first time, Formula E, the world’s leading all-electric motorsport championship, is coming to Jeddah, Saudi Arabia. To mark this historic debut, a bold and unexpected TVC was created that celebrates the thrill of the race while showcasing the vibrant, modern soul of Jeddah. The campaign brings together speed, culture, and humor under one theme: “You live the moment. We drive the excitement.”

The film opens on a classic racing high. A Formula E driver is leading the race, intensely focused, with his team buzzing through the intercom: “You’re in first place.” Just when the audience expects the race to intensify, the unexpected happens—he stops the car mid-race, casually steps out, and begins exploring the city.

What follows is a fast-paced and playful journey through Jeddah’s most iconic experiences. He pauses in awe at the Red Sea fountain, then finds himself in the heart of Jeddah’s nightlife, dancing at a rooftop rave under glowing city lights. The intercom frantically calls him back: “You need to get back in the race!” In a comedic twist, the driver sprints back through alleyways and city corners, jumps into his car, and races to the finish line—still managing to win with flair.

The film ends with aerial shots of Jeddah and the glowing Formula E track, as the voiceover declares: “You live the moment… we drive the excitement.”

The TVC blends cinematic visuals with high-energy editing, showcasing both the speed of Formula E and the spirit of Jeddah. The casting includes a charismatic lead driver and local extras that bring authenticity and relatability to the film.

The campaign generated buzz across social platforms and motorsport communities, breaking conventions by merging cultural storytelling with global racing energy. It not only positioned Formula E as a fresh, future-forward sport—but spotlighted Jeddah as a world-class city full of life, light, and surprises.

This wasn’t just an ad for a race—it was a celebration of a city stepping into the global spotlight.