This week Mercedes-Benz and Merkley+Partners head to Miami as Formula 1 returns to the city for the first time in 25 years.
The campaign shows us what it takes to build and drive an F1 race car. Led by a launch spot, we see what a true feat of engineering it is by making the car sound, look and feel like you’re at a spaceship rocket launch rather than a racetrack.
To add another dimension to competing at the pinnacle of motorsport, a supporting digital video gives the viewer a glimpse into the intense concentration and focus required to drive a car at over 200mph. For an intense 30 seconds text is served up quickly, one word at a time, with added camera shake. Blink and you’ll miss it.
In addition to social and digital out-of-home throughout the city, the campaign is supported by a four-part content series that provides a master class for viewers who may be watching a race for the first time. With each episode dropping throughout this week, the aim is to educate new fans on the race, the car, the drivers, and the team.
With the sport growing ever more popular in the USA, this year F1 is aiming for a big increase in fandom with Austin already on the calendar and a third US venue added from 2023 in Las Vegas.
Merkley+Partners worked with Blacksmith (Launch TVC) and ODD (Digital Video) on the campaign, which will run throughout the Grand Prix weekend. The race starts at 3:30pm EST on Sunday, May 8th on ESPN.