F1 The Movie: Hollywood's Role In Motorsports PR
Is there anything more Hollywood than a Brad Pitt movie red carpet in Times Square? Apple TV's new $300 million movie created all the buzz and brought out all the stars, and drivers, for its New York City premiere in June.
The Production
Unlike many sports movies, F1: The Movie wasn't filmed on a sound stage; instead, the creators Joseph Kosinski and Jerry Bruckheimer chose to integrate themselves into the Formula One (F1) season, shooting at tracks like Silverstone and Yas Marina. At the center of the action was APX GP, the movie's fictional team, but a real PR vehicle.
Brand Placement
The movie's lead drivers, Brad Pitt and Damson Idris, wore clothes by Tommy Hilfiger, watches by IWC, eyewear from Ray-Ban, and, of course, Apple AirPods. On track, APX GP’s car suits were littered with sponsors.
Each of these brand placements serves as an extension of the movie's visual storytelling, which extends far beyond the track. Although the movie will be recognized by its racing sequences, viewers will also never forget the look.
The movie offered brands a once in a life time opportunity to connect with fans through emotional and aspirational visuals. So yes, it’s product placement, but more importantly, it's a new innovative form of lifestyle marketing.
Innovation & Outcomes
Although movies have always had product placement, I don't think I've ever seen one quite this intricate or effective. According to the Sports Business Journal, “Sponsorships for F1 have brought in at least $40M".
Apple and F1 executives see the movie and its strategic communication strategies not as just a form of entertainment but as a calculated PR move that breaks Hollywood norms and will help F1's global expansion.
The question is, will the movie really attract new fans to the sport, and will these brands see a return like Netflix did with Drive to Survive?
Well, if Jason and Travis Kelce are talking about race cars, I think that speaks for itself.
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Source: @F1 on Instagram
