Spark's New Campaign for the America's Cup Shows Detail Is Everything

Spark has launched a new campaign for the America’s Cup entitled ‘Detail is Everything’, created in collaboration with Colenso BBDO.

Spark’s 5G coverage on the course gave Emirates Team New Zealand one of the most precious commodities in the America’s Cup – time. Engineers were able to make design improvements far quicker thanks to 5G, which enabled the team to stream real time data straight off Te Rehutai and back to base during testing. It’s details like this that make all the difference.

Shot by A. J. Greenwood from Finch, the launch AV follows the story of Ruby, a seven-year-old stone collector as she relentlessly searches for the perfect skimmer. She journeys high and low, obsessing over the smallest of details, knowing that they will make all the difference. Eventually all her hard work pays off, and the stone is sent flying across the surface of the water much like the boat.

While Spark isn’t in the business of selling stones, it’s this same ethos that fuels Emirates Team New Zealand’s design process. The team is forever improving and refining the boat in order to gain a competitive edge. Spark 5G is helping power this innovation process, so the team can continue to push the limits of design and gain extra knots when on the water.

The campaign will be running for the duration of the America’s Cup across TVC, cinema, digital and social.

Dan Wright, group executive creative director at Colenso BBDO, said: “We love telling humble stories about high stakes with Spark. And Emirates Team New Zealand know the America’s Cup is won or lost on millimetre differences. It’s a gift for storytelling to have such perfectly-aligned partners.”

“In a race where time is everything, we’re proud to be able to support Emirates Team New Zealand to gain more of it with our low latency, high bandwidth 5G network." added Ingrid Bennie, campaign lead, Spark. "Before the team had access to 5G, data from Te Rehutai would be taken from the chase boat then raced back to base to inform the next design improvements. 5G has removed this delay and engineers now receive the data in real time.”