Team Sky and Jaguar Cycle Under the Sea

A unique project created and produced for Jaguar by content creation agency Inc Content has made Tour de France 2013 winner Chris Froome the first person to cycle under the sea from the United Kingdom to France.

As the world’s leading professional cyclists departed the UK for France after three days of enthralling action last week, Jaguar released a short film by Inc titled Team Sky – Cycling Under The Sea. The film documents the Team Sky leader riding from the Eurotunnel Terminal in Folkestone on England’s south-east coast, to Calais in France.

Froome rode through the tunnel at a training-pace, completing the world first ride in a time of approximately 55 minutes and reached speeds of up to 65km per hour.

This ground-breaking marketing initiative follows the launch of the Pinarello Dogma F8 at Jaguar Land Rover’s base in Gaydon, and demonstrates the brand’s partnership with Team Sky.

Inc negotiated permission and support from Eurotunnel for what was only the third ever major film shoot in the tunnel. A crew of more than 60 people was used with special electric camera rigs and an ‘eyeball’ cam.

Reflecting on his ride, Froome says: “Cycling under the sea was an incredible experience. Opportunities to become the first person in the world to achieve these kind of feats are extremely rare nowadays, especially as a pro cyclist. To become the first person ever to cycle through the Eurotunnel was right up there with some of the most iconic rides I’ve ever done - this must have been one of very few ‘world first’ rides left!”

Jeremy Hart, founder and MD of Inc, adds: "We presented Jaguar with the idea in the middle of last year and they loved it. It’s resulted in a film that naturally integrates Jaguar’s brand messaging and remains a genuine piece of entertainment."