LONDON, UNITED KINGDOM – Luxury Scotch whisky brand Chivas Regal has unveiled a powerful new campaign honoring the unsung heroes of Scuderia Ferrari HP: its pit crew. The film, A Tribute to the Scuderia Ferrari HP Pit Crew, was premiered during the Italian Grand Prix in Monza, spotlighting the precision, tenacity, and teamwork that drive success behind the scenes in Formula 1.
Written by acclaimed spoken word artist George the Poet and voiced by Lewis Hamilton and Charles Leclerc, the film transforms the pit crew’s split-second execution into a poetic spectacle. It pays homage to the unrelenting perseverance and meticulous craftsmanship that underpin Ferrari’s pursuit of excellence – values that Chivas Regal shares through its ethos, I Rise, We Rise.
“Formula 1 is a team sport in every sense, and our results come from the dedication of everyone at Scuderia Ferrari HP. It’s great to have a partner like Chivas Regal, who highlights this collective spirit and recognises the incredible work done away from the spotlight” said Fred Vasseur, Team Principal of Scuderia Ferrari HP.
George the Poet emphasized the importance of amplifying unheard voices, stating “Whether it’s a poem or a pit stop, craftsmanship takes tenacity. That’s exactly what Chivas Regal captured in this tribute.”
“True greatness is driven by the hands of many. This campaign embodies our I Rise We Rise ethos and focuses on the people who build together and set the team up for greatness behind the scenes.” said Nick Blacknell, Global Marketing Director, Chivas Regal. “The Scuderia Ferrari HP team shares our tenacious mindset and belief that success is built on teamwork – and that’s what makes our partnership so powerful.”
The campaign launch featured curated experiences at Monza, bringing fans closer to the intensity and artistry of a Ferrari pit stop. A choreographed performance, directed by Daniel Sannwald and choreographed by Sadek Berrabah, mirrored the crew’s human and mechanical precision echoing the same dedication poured into every bottle of Chivas Regal.
The collaboration marks the latest chapter in Chivas Regal’s partnership with Scuderia Ferrari HP, reflecting their shared values of passion, determination, and collective ambition. Beyond the racetrack, it underscores the brand’s deep ties to global sports culture, alongside its role as Official Whisky Partner of Arsenal FC.
CREDITS
Creative: Wieden+Kennedy London
TV Production: Somesuch
Online Production: Final Cut
Post Production: No.8 and RM Studio
Sound: 750MPH
Music: THE HOGAN
Photography: Lafour Studios
Post Production Print: Studio Private
Service Company Italy: Orlando Films
