Wieden+Kennedy gives F1 (un)comfortable lift-off

The 2021 Formula One season kicks off in Bahrain on Sunday and Wieden+Kennedy is back in the cockpit promoting it, focussing on the reactions of fans, drivers and pit crew rather than the motorised advertising hoardings – sorry, cars.

Inviting viewers to make themselves comfortable – not.

Actually makes it look quite exciting. Edited by Joe Guest at Final Cut.

Occasionally watch bits of it on Sky but can’t get over the various so-called experts perched on stools miles apart but still wearing masks. And talking, as far as this non-petroleum head can make out, complete gibberish.

MAA creative scale: 8.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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