Chivas Regal raises a glass to unsung heroes with Scuderia F…

Here’s something that caught my eye at Monza this year – Chivas Regal stepping away from the usual driver-focused narratives to shine a light on the real backbone of Formula 1: the pit crews. Their latest campaign, ‘A Tribute to the Scuderia Ferrari HP Pit Crew,’ feels like a refreshing departure from the celebrity-driven marketing we’re so used to seeing.

What struck me about this collaboration is how naturally it aligns with what we know about Chivas as a brand. They’ve always been about that collective craft – the master blenders, the coopers, the generations of knowledge that go into each bottle. Seeing them connect that ethos to the precision and teamwork of Ferrari’s pit crew? It’s actually quite brilliant.

The campaign premiered at the Italian Grand Prix, featuring acclaimed spoken word artist George the Poet transforming the crew’s choreographed routine into something almost poetic. His words capture it perfectly: “You make it look natural… that unnatural level of precision.” It’s exactly that tension between effortless appearance and intense preparation that defines both a great pit stop and exceptional whisky making.

Fred Vasseur, Ferrari’s Team Principal, nailed it when he said Formula 1 is “a team sport in every sense.” Nick Blacknell from Chivas echoes this with their “I Rise We Rise” philosophy – this idea that true greatness comes from collective effort rather than individual brilliance.

What I appreciate most is how this partnership feels authentic rather than forced. Both Ferrari and Chivas understand that excellence isn’t just about the final product – it’s about the meticulous work that happens away from the cameras, the dedication of people whose names we’ll never know but whose skills define the outcome. In a world where marketing often feels superficial, this tribute to the unsung heroes actually resonates.