Chivas Regal has launched a new global campaign at the Italian Grand Prix, shifting focus from Formula 1 drivers to the unsung heroes who make victory possible—the Scuderia Ferrari HP pit crew.
Chivas Celebrates Teamwork Through F1 Partnership
The luxury scotch whisky brand Chivas Regal unveiled “A Tribute to the Scuderia Ferrari HP Pit Crew” at Monza, featuring a short film written by acclaimed spoken word artist George the Poet and narrated by Lewis Hamilton and Charles Leclerc. The campaign aligns with Chivas Regal’s “I Rise We Rise” philosophy, emphasizing that success comes from collective effort rather than individual achievement.
The film captures the choreographed precision of pit crew operations, where split-second decisions can determine race outcomes. Shot at Ferrari’s Maranello headquarters, the production required three days of training to capture stylized pit crew sequences directed by Daniel Sannwald.
“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, Scuderia Ferrari HP Team Principal.
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Sharing Whiskey Through Sports
The campaign represents the latest development in Chivas Regal’s ongoing partnership with Scuderia Ferrari HP, part of the brand’s broader strategy to connect with consumers through sports culture. The whiskey maker has also established partnerships with Arsenal FC as Official Whisky Partner.
Chivas Regal, which exports to more than 100 countries and sells over 4.5 million 9-liter cases annually, has built its brand on values established by founding brothers James and John Chivas in 19th century Scotland.
Nick Blacknell, Global Marketing Director for Chivas Regal, explained the campaign’s focus: “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.”
George the Poet, who crafted the film’s narrative, emphasized the parallel between his craft and the pit crew’s precision: “Whether it’s a poem or a pit stop, craftsmanship takes tenacity. That’s exactly what Chivas Regal captured in this tribute.”
The whiskey industry has increasingly turned to sports partnerships to reach younger consumers. Rival brands have secured similar deals across various sports, though Chivas Regal’s focus on support staff rather than star athletes offers a different narrative approach.
The campaign launched with on-ground experiences at the Italian Grand Prix, where Chivas Regal hosted curated events celebrating the pit crew’s contributions to racing success.
