In the new 60-second promo titled “It's All to Drive For”, all 22 drivers from the current grid appear. The main role is played by Demson Idris, the star of the film F1 (the one where Brad Pitt returns to the track and Lewis Hamilton served as producer and consultant). The actor opens the video with a provocative question: “Think you know Formula 1? Think again.” The baton is then passed to the reigning champion Lando Norris, who says, “Everything is changing,” followed by a montage of all the drivers—from Max Verstappen, Charles Leclerc, and Lewis Hamilton to rookies like Kimi Antonelli, Oliver Birman, Arvid Lindblad, and Isak Hadjar.
The campaign’s timing is no coincidence: in two weeks, on March 6, 2026, the season kicks off in Melbourne, promising to be one of the most revolutionary in the past 15–20 years. New cars, a new power unit, new teams (including the debut of Cadillac F1 Team), and major regulation changes make it truly “all to drive for,” as the slogan declares.
Formula 1 has long been evolving from a purely technical sport into a global lifestyle brand and a real-life series for millions. Drivers are becoming stars, and each season turns into a new season of a show that even those who never cared about motorsport follow. Combining the real grid with a Hollywood star like Idris is another step in this direction: attracting a broader, younger, and more cinematic audience.
As a reminder, The BioShock movie has been delayed until next year