On 3 March the rebranded Aston Martin Cognizant Formula One team launched its AMR21 challenger for the upcoming F1 season via an integrated digital campaign revolving around a star-studded virtual launch event.
Streamed live from the car company’s Warwickshire headquarters at Gaydon, the event was introduced by UK rapper Dave, hosted by actor Gemma Arterton and featured Team Principal and owner Lawrence Stroll, drivers Sebastian Vettel and Lance Stroll, plus guest video appearances from the most Aston Martin driver of all, James Bond, in the form of Daniel Craig and NFL super star Tom Brady.
The AMR21 unveiling, which sees the luxury carmaker return to F1 after 61 years, was built around a 37-minute live-stream which opened with an origin story video telling the brand’s racing history and linked the past to the future.
This was followed by a to-camera introduction from the owner, before the lightshow-fuelled driver unveiling of the team’s new classic racing green livery and new car.
The reveal also included good luck video messages from ambassadors Tom Brady and Daniel Craig.
“Hey, Lance and Seb, looks like your ride is finally here and it looks amazing,” said Super Bowl 21 winner Brady (who signed an endorsement deal with Aston Martin in 2017). “The AMR21 car looks incredible and fast! So congrats to you, Lawrence, on the terrific team you guys are building. It’s always about the teamwork, we all know that, and I can’t wait to see what you guys have in store this season.”
“It’s incredible Aston Martin is back on the grid in Formula One. I’ll be cheering you every step of the way, and with these two great drivers in Lance and Seb, I wish you all the success. So good luck, and kick some ass,” added Craig.
The launch also included a social compilation spot of good luck messages from fans around the world.
The core launch event was teased with further social content in January and February ahead of the official unveiling including an #AMR21 first fire up video, driver videos, social posters, merchandise promotional pieces and other social teasers.
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The team’s own launch work dovetailed with a series of social sponsor activations from partners including Crypto.com, SentinalOne and Peroni Libera 0.0% (see our case study on Peroni’s ‘The Passion Inside’ activation).
The car maker will hope that the launch marks a turning point after a dismal 2020 for both itself and the wider auto industry which saw the company’s stock price fall 82% as it posted net losses of $145.2m.
The new F1 season starts at the Bahrain Grand Prix on 28 March.
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