Vodafone’s VIP Viral Links F1 Drivers To Fashion


Another fashion-related initiative from Vodafone McLaren Mercedes, sees the mobile sponsor set drivers Lewis Hamilton and Jenson Button to work in its latest online film for the brand’s VIP service.


The F1 stars are invited to directing and photograph a distinctly odd and eccentric premium British summer fashion shoot. BBH’s film tracks Button and Hamilton on set as they work with stylist Valentine Fillol-Cordier and models Charlotte W and Eve Delf.


This shoot/film promo, seeded on the brand’s YouTube channel, is part of the F1 drivers’ sponsorship deal and follows on from previous online films of the drivers assembling their own racing car and nabbing the best spots at their favourite festival in the depths of winter.


Vodafone VIP is a programme that enables customers to enjoy tickets and money-can’t-buy experiences across a set of British events – from music festivals, to fashion week and F1 grand prix too. And this viral neatly links two of these spaces.




It might not be the most innovative and buzzy mobile provider initiative this year, but Vodafone’s driver online films have nevertheless been seen 2 million times. Interest on that level suggests that Vodafone’s decision to extend its sponsorship into mainstream advertising and through a range of offers and experiences to the mass market is a sensible one.


Leveraging the draw of the star British driver line up and their ability to generate newspaper headlines has also worked well for the sponsor.







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