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6 July 2020

We're feeling supersonic.

by Andrew MacGregor


Formula One: “We Race As One” - 60s

This propulsive ad marks the return of Formula 1 to the sporting calendar, with a rare emphasis on unity instead of conflict. F1 has a reputation for team in-fighting and prickly personalities, but the brand’s new ‘we race as one’ mantra bids to challenge those preconceptions - especially as drivers engage with the Black Lives Matter campaign.

The ad itself has shades of ‘2001: A Space Odyssey’ as the effects of 200mph-plus racing are vividly rendered. As teeth shatter and lights reflect off helmets at frightening speed, Joe Wilkinson and Jim Stewart’s thumping sound design adds further texture. Those who’ve enjoyed the peace and quiet of lockdown may require earplugs.


Creative Agency: Wieden + Kennedy Ⓟ Ⓦ
ECD: Tony Davidson / Iain Tait
Creative Director: Joe Bruce / Albert Pukies
Creative: Abbey Monteiro
Group Acc Director: Laura Jacobs
Account Director: Sam Hunton
Account Manager: Lola Sauer
Senior Planner: Indiana Matine / Tarek Sioufi
Planner: James Bennett
Agency Producer: Aran Patterson
Editor: Diz Toba / Leanne Redfern
Post Production: Tom Johnson / Sean Ewins @ Time Based Arts Ⓟ Ⓦ
VFX: Jon Park / Grant White @ Time Based Arts Ⓟ Ⓦ
Colourist: Lewis Crossfield
Sound Designer: Joe Wilkinson / Jim Stewart @ String and Tins Ⓟ Ⓦ
Audio Producer: Eimear Gorey @ String and Tins Ⓟ Ⓦ
Music Supervisor: Will Cohen @ String and Tins Ⓟ Ⓦ
Composer: Emre Ramazanoglu

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