Formula 1 is releasing its first global marketing campaign, starting with a high octane spot that shows several superfans experiencing the "full force" of partaking in the sport.
The film, the first work for the motorsport organization by Wieden & Kennedy London, is called "Engineered Insanity." In it, viewers see fans' faces subjected to F1 forces--the six fans were subjected to heat, wind and rain in a specially constructed wind tunnel--and also experience the sport from the driver's point of view, as cars spin round the circuit. With its punchy rap track, computer game-type visuals and fast-paced editing, it's reminiscent of a Nike or Adidas spot. Chris Boyle was the director via Private Island.
In line with the theme of putting fans first, F1 is giving superfans the chance to tease the campaign first via their own social channels. There will also be GIFs and interactive Instagram stories that fans can share.
Ellie Norman, Director of Marketing, Formula 1, says in a statement: "We want to create a perceptible shift in how people perceive F1. This campaign switches the focus away from our own echo chamber, instead spotlighting why our fans love this sport. Our brief to Wieden & Kennedy London was to translate its raw, exhilarating thrill into something that will transcend its appeal across the entire spectrum of sports fans."