FORMULA 1

// Racing Reborn

America’s bored of racing. Even NASCAR’s biggest race gets half the viewership of the average NFL game, and even less people watch international racing. So we’re re-introducing Americans to Formula 1, focusing on the excitement and drama that its fans love it for.

By creating curiosity in sports fans and then leading them to immersive, informative, and dynamic experiences, F1 will revitalize racing for American audiences.

AD // James Dusek

CW // Jacob Shipley

Phase 1: Curiosity

FEB 7: The Launch

A series of mysterious television spots begin to appear on sports networks, headed by a 60-second Super Bowl spot of two extremely bored men watching what sounds like a NASCAR race. What’s all this about?

SUPER BOWL SPOT

 

Click to read script

 

Toy Track // :30

Waiting Room // :30

 
 
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The Super Bowl spot and subsequent teaser spots will direct viewers to RacingReborn.com. When the website loads, they will immediately be thrown into intense on-board footage of a race, with no option to pause or skip. Scrolling down reveals the F1 2021 schedule.

FEB 14: Daytona Stunt

On the day of NASCAR’s biggest race, the Daytona 500, Formula 1 is going to give everyone free access to F1TV for the entire day.


During the promotion, RacingReborn.com will highlight the best content F1TV has to offer.

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RacingReborn.com changes to point viewers toward the F1TV promotion and provide a curated list of suggested videos.

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Phase 2: Interest

FEB 21: Print in sports magazines and newspapers

 
 
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FEB 21–MAR 7: Athlete Partnerships

To keep new fans engaged leading up to the start of the season, we’re going to rebroadcast some of F1’s most exciting races with live commentary from star players from the NBA, NFL, and MLB.

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 MAR 14: Boring Livestream

During the entire first weekend of the season, a mind-numbingly boring livestream of two go-karts driving in circles will be promoted on Twitter, Facebook, YouTube, and Twitch.

 
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 Phase 3: Action

When the season begins, RacingReborn.com becomes a second screen experience on race weekends and an F1 fan hub during the week.