Sky Media produced a series of "talent-led, short video documentaries" with Shell V-Power and BMW UK that follows Adam Smith of Sky Sports program "Soccer AM" as he "sets out to see what it takes to be a professional footballer," according to Emily Tan of CAMPAIGN LIVE. The aim of the series, "Drive to perform," is to "highlight the importance of the right tools for both athletes and cars." The four episodes, which started on Nov. 16, follow Smith "as he embarks on a journey to see if he would be able to be a professional footballer" under the guidance of high-performance trainer Jamie Reynolds. During the series, "Smith seeks advice on how to perform at the top of his game from other professionals" while driving them in the new BMW M5. The celebrity-led videos will be featured as a native article on the Sky Sports and Sky News websites and "shortened versions of the content will run as ads across Sky’s TV, VoD and social channels." The TV campaign will also run through the 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 (CAMPAIGN LIVE, 11/20).
