Aston Martin leverages the start of the 2024 Formula One (F1) with a campaign called ‘Brothers In Speed’ which promotes its Vantage, Vantage GT3 and its Aston Martin Aramco F1 Team’s new AMR24 cars.
Rolling out across own and paid digital and social channels in mid-February – two weeks ahead of the Gulf Air Bahrain Grand Prix on 3 and 4 March 2024 in Sakhir which marks the start of the 2024 Formula 1 season – the 90-second spot features what the auto brand describes as ‘a heart storming, tarmac torching triptych’ which are all ‘born from the same racing bloodline’.
The spearhead spot was teased socially from 11 February before its full debut on 13 February and it was further supported with additional digital content.
Brothers in speed.
It's almost time to witness the power of three.
12.02.24#AstonMartin #DrivingAtTheLimit pic.twitter.com/MtsUqgFQQF
— Aston Martin (@astonmartin) February 11, 2024
Aston Martin Vantage.
Brothers in speed.#AstonMartin #Vantage pic.twitter.com/gQgN8cxsAk
— Aston Martin Racing (@AMR_Official) February 28, 2024
The film was a key strand in the team’s new F1 season multi-channel marketing push which included content featuring star driver and former world champion Fernando Alonso.
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The campaign leverages spiking interest around the upcoming F1 season to promote the official 12 February launch of the new Vantage which it describes as ‘a sports car engineered for real drivers; for those that crave driving purity and revel at the limit’ and positions it as ‘an authentic, unadulterated celebration of pure performance’.
The hero film was helmed by Director Al Clark and the campaign was developed with Production House Fuze, with post production and VFX handled by The Digital Bunch and Wash.
“These three brothers in speed embroider our DNA with new dynamism. Simultaneously revealing the new Vantage and Vantage GT3 race car on the very same day as we unleash our AMR24 Formula One challenger at Silverstone demonstrates our ambition to be a leading force in F1 and create the world’s finest and most thrilling sports cars,“ Aston Martin Executive Chairman Lawrence Stroll.
“Today’s celebration of high-performance also highlights the burgeoning relationship between our road and race programmes, with Aston Martin Lagonda now benefitting from the exceptional pool of engineering talent, experience and knowledge forged in Formula One and harvested through Aston Martin Performance Technologies. Over recent years we have already seen the sport of Formula 1 have a transformative impact on our brand, attracting new customers to Aston Martin and driving reappraisal of our products. Boosted by a highly competitive F1 team, the synergy with high-performance motorsport technologies is something we can maximise even further through our next generation of sportscars and endurance motorsport strategy.”
There is plenty of history and heritage of launching the marketing campaign for the Vantage on the day that the marque’s AMR24 F1 vehicle first took to the testing tarmac at Silverstone – the home of British motorsport. After all, the very first Vantage was introduced in the same year of the first World Championship F1 race at Silverstone in 1950. Plus, the Aston Martin F1 team’s ‘AMR Technology Campus’ headquarters is also based at Silverstone.