Abbvie & Afa
Urgent Action
Škoda x Warner Bros. Discovery
The Momentum Series
3 films, 3 legends, 3 iconic moments told from the inside, revealing the tension and emotion of the instant when the race turns and reigniting, in a new way, the passion for the Tour.
Context
The Tour de France is more than a race: it is the world’s greatest open-air sporting theater, driven by 12 million spectators lining the roads. But with such intense passion comes a clear paradox: the most loyal fans have already seen everything, followed everything, and memorized everything. As an official partner of the Tour for more than 20 years, Škoda needed to go beyond sponsorship visibility. It was no longer just about being part of the legend, but about opening a new door into it.
Problem statement
So how do you offer something truly new to those who have already seen, read, and heard it all?
Our Idea
Tour fans know the images that have become iconic, but rarely what the champions were experiencing inside at that very moment. The idea is to celebrate “The Momentum”: that mental tipping point where a race is won before the public even realizes it. The challenge was not to tell the story of the race, its results, or its legendary images once again. It was to go where the cameras never truly go: inside the minds of the champions. To experience the moment when attacks are born, when doubt, pain, clarity, and raw emotion emerge at the very instant everything changes.
The campaign
Creations
The Momentum Series gives a voice to three iconic champions, as they look back on three legendary moments and three mythical locations: Andy Schleck’s breakaway on the Col du Galibier, Bernard Hinault’s historic time trial in Plumelec, and Olympic champion Lisa Brennauer’s final stage at La Planche des Belles Filles.
Each film combines race archives, contemporary portraits, first-person storytelling, and footage shot on these historic roads from Škoda vehicles. The execution creates a shift between the image everyone knows and the champion’s intimate experience: the attack plan, the pain, the clarity, the fear, and finally, the pride.
Škoda’s integration feels natural. Present on the Tour for more than 20 years, the brand becomes the link between the road, the riders, and the fans, while showcasing its new range of vehicles.
Each film combines race archives, contemporary portraits, first-person storytelling, and footage shot on these historic roads from Škoda vehicles. The execution creates a shift between the image everyone knows and the champion’s intimate experience: the attack plan, the pain, the clarity, the fear, and finally, the pride.
Škoda’s integration feels natural. Present on the Tour for more than 20 years, the brand becomes the link between the road, the riders, and the fans, while showcasing its new range of vehicles.
Results
The campaign was broadcast during the 2025 Tour de France as part of a complete media ecosystem combining TV, digital, and social media. On linear TV, The Momentum Series benefited from 115 thirty-second spots on Eurosport 1 International, complemented by local broadcasts in France, Germany, and Italy. The TV sponsorship setup strengthened Škoda’s presence through six-second billboards on Eurosport 1 and 2, as well as 63 squeezebacks integrated into live broadcasts, with three per stage. On digital, the campaign was activated at the heart of Tour de France content through social media, display, in-read formats, web/app pre-rolls, and YouTube pre-rolls.
The campaign delivered a leading performance during the 2025 Tour de France, generating more than 141.5 million total views. This visibility was built across TV, with 116.9 million views from spots and sponsorship, digital, with 19.8 million video views, and social media, with 4.79 million impressions. On television, the spots generated 94 million impacts, with an average frequency of 8.6. On social media, the campaign also demonstrated a strong ability to drive engagement, with 1.07 million thruplays, 2.44 million users reached, and a 55% engagement rate. This further amplified Škoda’s visibility, already present on the ground through its historic sponsorship of the Tour de France: at stage points, finish areas, with race branding and other event-related activations.
The campaign delivered a leading performance during the 2025 Tour de France, generating more than 141.5 million total views. This visibility was built across TV, with 116.9 million views from spots and sponsorship, digital, with 19.8 million video views, and social media, with 4.79 million impressions. On television, the spots generated 94 million impacts, with an average frequency of 8.6. On social media, the campaign also demonstrated a strong ability to drive engagement, with 1.07 million thruplays, 2.44 million users reached, and a 55% engagement rate. This further amplified Škoda’s visibility, already present on the ground through its historic sponsorship of the Tour de France: at stage points, finish areas, with race branding and other event-related activations.
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The Choreography
