Wieden + Kennedy creates an intense spot for the new F1 season

The 2021 F1 season starts in Bahrain on Sunday. To mark the occasion, Wieden + Kennedy has created a spot which focuses on the emotional impact the sport has on its fans

By

It takes over 30 seconds before you first glimpse a car in this new F1 ad. Instead, tension is built by focusing on close ups of fans, drivers and pit crews’ reactions as they are shown watching the sport.

The core emotion on show is a kind of agony, which sits at odds with the new tagline for the season, Make Yourself Comfortable. This is displayed bombastically in bold letters as the ad plays out. Brilliantly edited together by Joe Guest at Final Cut, the spot makes great use of found footage to create a dramatic spot that will no doubt make F1 fans desperate to tune in on Sunday.

Credits:
Agency: Wieden + Kennedy London
Creative director: Darren Simpson
Creatives/Directors: Tom Cocoran, Tom Bender
ECDs: Iain Tait, Tony Davidson
Editor: Joe Guest, Final Cut
VFX: Time Based Arts

Latest from CR

More from CR

Adam Morse on his journey to directing

Since losing his sight at the age of 19, the filmmaker has gone on to write and direct his first feature film, shoot a Super Bowl ad for Google, and set up a non-profit to help the next generation of disabled creative talent

The Monthly Interview: Glenn Kitson

In the first of a new interview series, Anna Higgs talks to Glenn Kitson about combining a career as an ad director with being a ‘meme lord’, and his strategies to stay centred and fresh in a world which can often just want more of the same

Image shows the text-based design on the cover of the book On NFTs by Robert Alice, and a metal hard-case, on a bright blue background. The spread features

What happened to NFTs?

Non-fungible tokens experienced a gold rush a couple of years ago, before mainstream interest waned and the market went into decline. Artist Robert Alice, who has edited an extensive new book on NFTs, talks to us about one of the most elusive, and divisive, web3 developments

Opening Line

Why brand language matters

Opening Line founder Zosia Swidlicka discusses why the world of brand language remains so misunderstood, and how it inspired her to create her new publication Between the Lines