Sir Chris Hoy stars in new Protoura Sport videoFriday 26th November 2021
Introducing our biggest, most exciting video production to date for Protoura Sport: At One With The Driver.
After 12 months of planning and three days filming at our partner track, the Autódromo Internacional do Algarve (AIA), we are delighted to finally unveil the video featuring Protoura Sport brand ambassador Sir Chris Hoy.
Sir Chris put our UHP, flagship tyre range to the ultimate test, driving a Mercedes E53 AMG at speeds exceeding 150mph, giving him the opportunity to explore Protoura’s full high performance capabilities.
Chris said: “It’s my first time on a circuit with them, and I have to say I’m really impressed with the durability, there’s very little wear even though we have been pushing the tyres really hard, and there’s plenty of grip and traction.”
As official ambassador for Protoura Sport, Sir Chris has been running Protoura on his personal vehicle throughout 2021.
“There’s a noticeable difference between Protoura Sport and other UHP tyres I’ve fitted in the past,” he said.
“Protoura holds the road really nicely in both dry and wet conditions. Even during heavy downpours they just keep hold of the road in a way that feels more reliable and predictable than other tyres. Their grip under braking also gives you plenty of confidence. I love driving, being in control and Protoura Sport gives you an incredible connection to the road, making the car feel at one with the driver.”
The AIA track was a natural choice for the filming to take place, given our long-standing partnership with the race school.
Peter Cross, General Manager at Davanti, explained: “Since 2017, our DX640 has been fitted to all vehicles at the track from the Mercedes E53 AMG to the Alpine A110. Throughout 2021 we have been gradually moving the vehicles across to the Protoura Sport so the new video really showcases the tyre in its natural environment.
“Home of the Portuguese F1 since 2020, AIA is a truly world class race circuit, a demanding circuit which features downhill slopes, demanding corners, and high speed straights. We’re delighted that we were able to showcase our flagship new product at this world class facility.”
The production of the video itself was carefully curated using a mix of drone footage on track and slick graphical elements showcasing the key features of the tyres in detail.
Paul Griffin, video editor, said: “At One With The Driver has been one of our most exciting projects to date. Combining the legendary Sir Chris Hoy with Davanti’s exceptional Protoura tyre in a location like Autodromo Portimao is a dream brief.
“We worked determinedly with Davanti’s marketing team to move a creative concept to business reality. The film shows Sir Chris Hoy testing the Protoura to its very limits, with dynamic and compelling visual results. We wanted to make something that matched up to the tyre’s awesome credentials, while giving the viewer all of the drama to be expected from an automotive film.”
Check out the full length video here: https://youtu.be/blC66PPmmkc.