Formula 1 launches high-octane campaign as 2026 season ushers in major technical changes

United States – The 2026 Formula 1 season has kicked off with the launch of the “All To Drive For” campaign from Formula 1, ahead of the season opener in Melbourne on 6 March. The campaign features internationally acclaimed actor Damson Idris–who starred in F1: The Movie–alongside all 22 Formula 1 drivers.

The 60-second trailer opens with Idris posing a provocative question: “You think you know Formula 1?” before adding, “Think again.” He is joined in the narrative by reigning Drivers’ World Champion Lando Norris, who states, “Everything is changing”, before Idris and the rest of the driver lineup continue the storytelling sequence. 

The roster includes Oscar Piastri, Nico Hulkenberg, Gabriel Bortoleto, Sergio Perez, Valtteri Bottas, Fernando Alonso, Lance Stroll, George Russell, Kimi Antonelli, Oliver Bearman, Esteban Ocon, Pierre Gasly, Franco Colapinto, Liam Lawson, Arvid Lindblad, Alex Albon, Carlos Sainz, Lewis Hamilton, Charles Leclerc, Max Verstappen, and Isack Hadjar.

The campaign has been produced in multiple formats, including one 60-second, one 30-second, and four 15-second versions, allowing the message to be distributed across various digital and broadcast channels.

Emily Prazer, chief commercial officer of Formula 1, said the 2026 season represents a major shift for the sport. “The 2026 season welcomes Formula 1’s next generation of racing, with new cars, new engines, and a whole new style of driving. It’s the biggest shake up our sport has ever seen with the playing field levelled as each team battles to produce the best car and performance. The campaign invites fans both old and new to get involved at a time where every lap is unpredictable, and it’s all to drive for.”

Beyond digital platforms, the campaign will also extend into out-of-home advertising across global cities including London, New York, Los Angeles, and Melbourne. The posters feature the tagline: “New Cars, New Power, New Teams, New Passion, All To Drive For.”

It is worth noting that the 2026 Formula 1 season introduces the most significant technical overhaul in years, with major changes to both the cars and their power units aimed at improving racing, sustainability, and competition.