{"id":143290,"date":"2025-09-14T20:01:11","date_gmt":"2025-09-14T20:01:11","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/143290\/"},"modified":"2025-09-14T20:01:11","modified_gmt":"2025-09-14T20:01:11","slug":"chivas-regal-and-ferrari-are-giving-the-pit-crew-their-flowers","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/143290\/","title":{"rendered":"Chivas Regal and Ferrari Are Giving The Pit Crew Their Flowers"},"content":{"rendered":"

Lewis Hamilton, Charles Leclerc and George The Poet raise a toast to the track\u2019s unsung heroes in the whisky brand\u2019s latest campaign.\u00a0<\/p>\n

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\t\t\t\t\t\t\t\"Chivas\t\t\t\t\t\t<\/p>\n

Are you wondering why your friend isn\u2019t calling you for those Sunday afternoon shopping trips anymore? It\u2019s because they\u2019re glued to F1, bby! We\u2019re now seven instalments into Netflix\u2019s compulsive-viewing documentary series Drive to Survive. It\u2019s just weeks since the track action received the blockbuster treatment in F1: The Movie and months since LVMH announced a landmark 10-year partnership with the sport. The Grand Prix that your dad used to shuffle to the other room to watch alone all weekend have now become some of the coolest, most stylish, celebrity-laden sporting events around.\u00a0<\/p>\n

And few of its cast of superstars cause as much commotion when they step off the track as Ferrari Scuderia HP\u2019s Lewis Hamilton and \tCharles Leclerc<\/a>. However, in a new campaign \u2013 made with team sponsor Chivas Regal and the velvety lyrical flow of George The Poet <\/a>\u2013 the drivers are transferring the celebrity treatment to the unsung heroes of the team: the pit crew. The highly-skilled group of specialists are tasked with everything from changing tyres to refuelling and fixing minor damage in a matter of seconds at mid-race pit stops. Without their clockwork synchronicity and collective dedication, any podium placements are off the cards. But such responsibility means they\u2019re often the first to be piled on by fans and commentators when the team\u2019s fortunes fall off course.\u00a0<\/p>\n

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\u201cI\u2019d never really taken time to consider how much coordination and precision goes into what the pit crew do,\u201d George The Poet tells Wonderland at the campaign\u2019s launch event in Monza. \u201cYou see them every race, and you take for granted what they\u2019re actually doing. You only really hear of them when it\u2019s time for blame to be allocated.\u201d The London-hailing poet, spoken word artist and podcast host\u2019s lyrics are delivered by Lewis and Charles to narrate the campaign video, part of Chivas Regal\u2019s \u201cI Rise We Rise\u201d platform, which celebrates the intertwinement of individual and collective wins. Working with the drivers proved a surreal reality for the 34-year-old who has been watching the sport since before he can remember. \u201cEvery Sunday when it was race weekend, my Dad would just be situated in front of the TV,\u201d he says. \u201cMe and my brothers would have a million questions for him, watching his emotions go up and down.\u201d\u00a0<\/p>\n

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The tenacity that the pit crew rely on is also something that feels close to home for George. His own story has seen him go from working-class origins in Northwest London to Cambridge University, a major label record deal as a rapper and\u00a0latterly become one of the UK\u2019s most powerful voices for social justice. \u201cWhen Chivas Regal approached me about this, I knew I could talk about it from a deeply authentic place,\u201d he explains. \u201cThe opportunity to show the human side of F1 and Ferrari \u2013 I was like, \u2018This is a job that speaks to my heart.\u2019\u201d\u00a0<\/p>\n

The efforts of the pit crew are close to the heart of Ferrari team principal Fred Vasseur, too (he is their boss after all). Fred\u2019s long been giving them props, so he\u2019s just glad that, thanks to Chivas Regal, everyone else is catching on. \u201cThe job of the pit crew was the same three years ago or two years ago,\u201d he tells us. \u201cSo I think the team will appreciate this campaign a lot. It\u2019s not so often that we\u2019re putting them on stage, and I think it\u2019s the right thing to do.\u201d Launching the world\u2019s first luxury-blended Scotch whisky in 1909, Chivas Regal has continued to break boundaries both in its liquids and the cultural conversations it creates in the 115 years since. If there\u2019s anyone you can call upon for an eye for excellence and ingenious way of showcasing it, it\u2019s them. \u201cNow is not the right time [for a campaign like this],\u201d Fred concludes. \u201cIt always was. It\u2019s just nobody did it before.\u201d\u00a0<\/p>\n

Head below to watch Chivas Regal\u2019s \u201cA Tribute to the Scuderia Ferrari HP Pit Crew\u201d now\u2026<\/p>\n<\/p>\n

\t\t\t\tNicholas Aburn\u2019s AREA debut was a true celebration <\/a>\t\t\t<\/p>\n","protected":false},"excerpt":{"rendered":"Lewis Hamilton, Charles Leclerc and George The Poet raise a toast to the track\u2019s unsung heroes in the…\n","protected":false},"author":2,"featured_media":143291,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[573],"tags":[64,63,13275,817,813,816,823,85],"class_list":{"0":"post-143290","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-formula-1","8":"tag-au","9":"tag-australia","10":"tag-charles-leclerc","11":"tag-f1","12":"tag-formula-1","13":"tag-formula1","14":"tag-lewis-hamilton","15":"tag-sports"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/143290","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=143290"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/143290\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/143291"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=143290"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=143290"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=143290"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}