Wieden + Kennedy creates an intense place for the brand new F1 season
The 2021 F1 season starts on Sunday in Bahrain. To mark the occasion, Wieden + Kennedy created a spot that focuses on the emotional impact of sport on its fans
It takes over 30 seconds to see a car for the first time in this new F1 display. Instead, it builds tension by focusing on close-up shots of fans, drivers, and pit crews watching the sport.
The core emotion that is shown is a kind of agony that contradicts the new slogan for the season, Make Yourself Comfortable. This is displayed bombastically in bold letters as the ad plays. The spot was brilliantly edited by Joe Guest on Final Cut and uses found footage to create a dramatic spot that will no doubt make F1 fans check out on Sunday.
Credits:
Agency: Wieden + Kennedy London
Creative Director: Darren Simpson
Creative / Directors: Tom Cocoran, Tom Bender
ECDs: Iain Tait, Tony Davidson
Editor: Joe Guest, Final Cut
VFX: Time-Based Art
Creative inspiration advertising