Chivas Regal and Scuderia Ferrari HP honor their collaboration with a cinematic homage in a new film
In a recent development, luxury Scotch whisky brand Chivas Regal has unveiled a new campaign that pays tribute to the Scuderia Ferrari HP pit crew. The film, titled 'A Tribute to the Scuderia Ferrari HP Pit Crew,' was premiered during the Italian Grand Prix in Monza.
Fred Vasseur, Team Principal of Scuderia Ferrari HP, stated that the team's results come from the dedication of everyone at the team. This sentiment is echoed in the campaign, which focuses on the precision, tenacity, and teamwork that drive success behind the scenes in Formula 1.
The creative aspect of the campaign was handled by Wieden+Kennedy London. The film, directed by Daniel Sannwald, transforms the pit crew's split-second execution into a poetic spectacle, mirroring the performance's precision and dedication. Sadek Berrabah choreographed the performance at the campaign launch.
The collaboration between Chivas Regal and Scuderia Ferrari HP marks a new chapter in their partnership. Nick Blacknell, Global Marketing Director of Chivas Regal, stated that the campaign embodies their 'I Rise, We Rise' ethos, a philosophy that underscores the shared values of passion, determination, and collective ambition between the two parties.
The film was written by acclaimed spoken word artist George the Poet and voiced by Lewis Hamilton and Charles Leclerc. George the Poet emphasized the importance of amplifying unheard voices, a theme that resonates with the campaign's focus on the unsung heroes of Formula 1 - the pit crew.
Beyond the racetrack, the campaign underscores Chivas Regal's deep ties to global sports culture. Chivas Regal is also the Official Whisky Partner of Arsenal FC. The campaign launch at Monza included curated experiences for fans, further cementing Chivas Regal's commitment to engaging with its audience.
Blacknell also stated that the Scuderia Ferrari HP team shares Chivas Regal's tenacious mindset and belief that success is built on teamwork. This sentiment is reflected in the collaboration, which has resulted in a powerful and inspiring campaign that celebrates the hard work and dedication of the Scuderia Ferrari HP pit crew.
