Formula 1 has unveiled its new “Five Lights” marketing campaign, narrated by Colin Farrell, to fuel global hype ahead of the Dutch Grand Prix.
Campaign Launch
The 90‑second film premiered on 16 August and showcases all 22 drivers against the backdrop of UNKLE’s “Reign” featuring Ian Brown. Each collapsible countdown light marks a different driver, symbolizing the anticipation that precedes every race.
Chief commercial officer Emily Prazer explained that the concept captures “the powerful moment when anticipation, excitement and pressure converge just before the race begins.” It aligns with F1’s aim to reflect the sport’s emotion and the deep bond fans share with teams.
Campaign Reach and Locations
The video circulates across digital, social media and six high‑profile advertisement sites until 13 September. London screens show it on Piccadilly Circus and The Outernet. Across the U.S., Times Square in New York, Caesars Palace on the Las Vegas Strip, Sunset Boulevard, and The Moxy in Los Angeles feature the piece.
Following its launch, the film has earned 141 000 YouTube views and 11 000 likes, underscoring the campaign’s immediate engagement.
Race‑Season Context
As the season resumes, Mercedes’ Kimi Antonelli leads the drivers’ championship with 219 points, ahead of Lewis Hamilton (169) and George Russell (160). In the constructors’ standings, Mercedes sits atop at 379 points, Ferrari follows with 307 and McLaren closes the top three with 220.
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