Brands are free to produce and distribute all forms of branded entertainment in the UK. The only restrictions are made by the brand themselves. However, it does fall within the jurisdiction of the ASA (Advertising Standards Agency) and should a consumer wish to make a complaint, this is handled in the same way as with TV advertising.

One wet Monday in September, Lewis Hamilton drove two talkative 11 year old girls on their real school run. There was no script and no re-takes, just discrete cameras to capture what happened. The resulting film struck a chord with parents and Formula One™ fans, driving viewers to the Allianz Global You Tube channel and provoking discussion of the important issue of school run safety.

•235,170 organic YouTube views

•Sponsored media drove over 1 million total started views

•Blogs and newspapers picked up on the film to create over 200,000 media impressions

•Related facebook activity reached up to 2.8 million users

•It provoked discussion between parents about distractions on the school run and raised awareness of this important issue

“Makes you realise just how scary the school run can be - even if you are Lewis Hamilton!” Izzie Anderton4

•Combined with supporting ATL activity, the film helped raise awareness of Allianz in the UK by up to 10%

…and the girls got to school on time