• by Tanya Gazdik , August 10, 2016

AT&T is launching a new ad highlighting its relationship with the Red Bull Racing Formula One team.

“Full Speed” is the fourth installment of AT&T’s “Power of &” campaign. The 30-second ad puts viewers on the edge of their seat and in the heat of the moment, highlighting how AT&T’s network helps Red Bull Racing transfer data from their race locations around the world back to the AT&T Operations Room in near-real time. 

Red Bull Racing uses this data to make important decisions about the car during the race. Speed is vital and can give a competitive edge, so having real-time data is important in a sport where a hundredth of a second can be the difference between winning and losing.

The ad, created by BBDO, will air until Sept. 11. In addition to the TV spot, the campaign will also be promoted across AT&T’s digital and social channels.

AT&T provides Red Bull Racing with global network and connectivity services, mobile device management, security services, and unified communication solutions. AT&T’s services help engineers and critical partners collaborate quickly, effectively, and in a highly secure manner.

AT&T began working with Red Bull Racing in 2012, says Bill Moseley, director of marketing communications at AT&T.

“Working within the Formula One community has a direct positive impact on the flexibility, quality and method with which AT&T delivers services,” Moseley tells Marketing Daily.

The company also sponsors individual athletes, venues, events, teams and leagues.  

“Sponsorships not only raise awareness and affinity for the AT&T brand, but help us to mobilize fans’ engagement with their favorite sports and entertainment content,” Moseley says.