Smirnoff and Sahara Force India look to ‘shun F1 elitism’ in #beyondthegrid campaign

Smirnoff, sponsor of the Sahara Force India racing team, and Iris Worldwide have launched an ongoing content series #beyondthegrid, to rid Formula One of its elitist persona by showing consumers the fun side of the racing contest.

The series follows US comedian Brad Wollack and Thaila Zucchi from Shameless as they ‘shun the elitism and exclusivity’ that normally surrounds the event and instead celebrate and document the races in a comedic way.

The pair will ask questions such as ‘no one else dares’ to drivers such as Nico Hulkenburg, who will also be pitted against London’s black cab drivers as part of the series.

Matt Bruhn, Smirnoff global brand director, commented: “The best bit of this new #beyondthegrid series is being able to help bring race fans closer to the action. We really wanted to leverage our partnership with Sahara Force India to uncover where the real fun happens and document the races in ways that are honest and effortless. This sport is all about the excitement, the speed, the race and without the fans it would just not be the same.”

The deal between Smirnoff and Sahara Force India has seen the vodka company’s branding appear on suits, helmets and team clothing.

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