By John McCarthy, Opinion editor

March 16, 2018 | 2 min read

Formula One (F1) will make a lot of noise with its latest campaign that is designed to showcase how the sport can overload the senses on a primal level with its super-powered vehicles, split-second decision-making and larger-than-life drivers who can withstand average speeds of 160mph.

F1, a sport upping its marketing capabilities and global reach, has rolled out a new hero film and strapline looking to encapsulate its wow factor and superfans. The 60-second video from Wieden+Kennedy London debuts the new tagline, 'Engineered Insanity', and will anchor a global campaign that will span Grand Prix locations.

Starting in Melbourne with out-of-home advertising, proximity in-airport ads, in-city posters and hand-painted murals, in addition to social and digital efforts, the work will move through China, France, Germany and the USA as the season unfolds.

Real fans are featured in the work, picked for their "indomitable love for the sport," and also to "represent the diversity of the Formula 1 fanbase".

Ellie Norman, director of marketing at Formula 1, said the F1 wants to change how it is perceived. "This campaign switches the focus away from our own echo chamber, instead spotlighting why our fans love this sport. The brief was to translate its raw, exhilarating thrill into something that will transcend its appeal across the entire spectrum of sports fans.

"Nothing we came up with creatively delivered this better than seeing it through the eyes of our most passionate fans. Across the next year and beyond, we will be creating further fan-centred activations at the races, at fan festivals and across F1 social platforms. Watch this space. We are here to excite.”

The work, and fan accounts will be chopped up as Gifs and Instagram stories to help it resonate online.

Vote for it in The Drum's Creative Works below.

Formula One: advert-top-1 by Wieden + Kennedy London

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Formula One

Formula One is the highest class of single-seater auto racing sanctioned by the Fédération Internationale de l'Automobile and owned by the Formula One Group.

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