‘The Spillway’: an incredible debut for an equally incredible car
Sky Media in partnership with Accenture Song, Dentsu X and The Story Lab (Dentsu Creative)
Client: Range Rover
Challenge 1 was to ascend Europe’s biggest dam, The Kárahnjúkar Spillway, in the new Range Rover Sport, with W-Series driver Jess Hawkins behind the wheel up against a huge force of nature.
Challenge 2 was to launch ‘The Spillway’ with a bang, showcasing the Hollywood production values of Jess’s death-defying stunt.
This wasn’t just branded content – it was event TV. We turned Ofcom convention on its head, giving ‘The Spillway’ a cinematic “Super Sunday” debut as Sky Sports editorial content alongside 2022’s “battle for 4th” North London derby.
With an unparalleled multi-media plan, voice-activated trailers and a dedicated On Demand tile, Jess not only survived the stunt, but drove incredible fame and sales for the new Range Rover Sport!