Formula E launches 'It's On' campaign ahead of 10th season

Formula E has started a promotional campaign, declaring “It’s On” ahead of its landmark 10th season.

The lighthearted campaign, a result of a collaboration between Formula E and Uncommon Creative Studio, showcases highlights from Season 9, as well as dropping a number of easter eggs relating to the series and the upcoming season.

It begins with a short film set in a Tokyo antique store, highlighting the upcoming races in the Japanese capital which will mark the first time an FIA World Championship series has raced there.

“The 'It's On' campaign captures what makes Formula E so special,” said Jeff Dodds, Formula E’s chief executive officer. “It’s more than a line, it’s a bold promise of another season of high drama and high excitement motorsport.

“Season 10 is another step towards defining the future of motorsport as we set new standards of innovation, whilst showcasing our commitment to sustainable, high-performance racing. As the only sport certified net zero carbon since inception, we uniquely show the world that high performance motorsport and sustainability can powerfully co-exist.”

Henry Chilcott, Formula E’s chief marketing officer, added: “With eight different champions in nine seasons and a world championship title race that has gone down to the last race weekend for the last three seasons, Formula E delivers the world's most competitive motorsport.

“In our 10th anniversary year, this campaign celebrates our championships’ fiercely competitive DNA and invites motorsport fans all over the world to experience Formula E and see what true competition looks like. Season 10. It's on."

Formula E’s 10th season will kick-off in Mexico City on January 13.