You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked-about developments from the brands that should be on your radar. This morning's refreshment comes courtesy of F1 and Wieden + Kennedy London who celebrate Lewis Hamilton's historic seventh world championship title in style.
Formula 1 podium veteran Lewis Hamilton is busting a champagne cork once again with a timely biography documenting the high octane life of the racing legend and the personal outlook which has fuelled this success.
'Still Rising' has been prepared by Wieden + Kennedy London to document the emotional journey of the F1 champion in the aftermath of a historic seventh title win on Sunday, a feat which matches Michael Schumacher's seemingly unattainable record.
Voiced by Hamilton's father Anthony the personal account condenses a lifetime's achievement to hammer home the import of the moment, delving behind the tactics, mechanics and sheer horsepower which propelled Hamilton over the line to delve into the strength of character and determination required to win.
Thanks for everything Dad. #S7ILLRISINGNovember 16, 2020
Ellie Norman, director of marketing and communications for Formula 1, said: “‘Still Rising’ is a testament to Lewis’s incredible sportsmanship and skill. Winning his seventh World Title is an outstanding achievement and we wanted to mark this moment as he rewrites history with a film dedicated to him and his legacy.
“In a year which has been about so much more than just racing, this film celebrates his overall contribution to the sport and his ability to always strive for more, as well as his campaign to end racism."
David Dao and Darren Simpson, creative directors at Wieden+Kennedy London, continued: “We wanted to create a campaign to celebrate the achievement of an elite athlete who regardless of his achievements continues to push himself year on year. ‘Still Rising’ celebrates Lewis Hamilton’s record-matching seventh World Title and looks towards his further success on and off the track."
Airing on TV and social the Dean G Moore directed film has been produced by Pavilion with visual effects by Time Based Arts and music by String and Tins.
Hamilton's success on the track has brought benefits off it with the star becoming the face of Tommy Hilfiger as its brand ambassador.