In a world where the spotlight often shines brightest on the stars, it is the goalscorer whose name echoes through stadiums, not the teammate who sets up with the perfect assist; the headliner takes the final bow while countless others quietly make the moment possible behind the scenes. Chivas Regal, Official Team Partner of Scuderia Ferrari HP, wishes to change the narrative with its latest campaign, A Tribute to the Scuderia Ferrari HP Pit Crew.
As the campaign namesake suggests, the iconic luxury blended Scotch whisky distiller raises a glass to Scuderia Ferrari HP’s pit crew, the unsung heroes, behind every Grand Prix. Fans will witness a choreographed performance inspired by the flawless rhythm of a Formula 1 pit crew — a striking fusion of human expertise and mechanical precision. The spectacle mirrors the unwavering dedication poured into every bottle of Chivas Regal and Scuderia Ferrari’s relentless pursuit of perfection.
With a monologue written by George the Poet and delivered ice cold by Lewis Hamilton and Charles Leclerc, it is a salute to the pit crew’s quiet excellence, grit and precision that shaves precious seconds off a race. Beyond that, it is a celebration of teamwork and camaraderie, as individuals work together towards a common goal of success. These are the values that echo those of Chivas Regal, whose ethos of “I Rise, We Rise” elevates themselves and those around them to forge new paths to success and blends greatness with generosity.
“I’m always drawn to the voices we don’t usually hear, so it is an honour to tell the stories of these unsung heroes,” said George the Poet. “Whether it’s a poem or a pit stop, craftsmanship takes tenacity. That’s exactly what Chivas Regal captured in this tribute.” “True greatness is driven by the hands of many. This campaign embodies our I Rise We Rise ethos and focuses on the people who build together and set the team up for greatness behind the scenes,” said Nick Blacknell, Global Marketing Director, Chivas Regal. “The Scuderia Ferrari HP team shares our tenacious mindset and belief that success is built on teamwork – and that’s what makes our partnership so powerful.”
The campaign was unveiled at the most fitting of venues at the Pirelli Gran Premio D’Italia Grand Prix, better known as Monza, where the fervent tifosi’s passion burns fervently and the prancing horse’s tifo is hoisted proudly. As Lewis Hamilton and Charles Leclerc navigate the Temple of Speed through the corners of Ascari before hurtling towards the high-speed corner of Parabolica, and onto the pit straight lap after lap, the pit crew waits for that moment to shine.
A familiar crackle comes through the radio, “Box, box, box!” and the adrenaline starts to rush as the pit crew takes their place. As one of the two prancing horses turns into the pit box, it is the pit crew’s moment to shine as the choreographed wheel change ends in the blink of an eye. Their fastest pit stop this season thus far was recorded in the Saudi Arabian Grand Prix, 2 seconds flat.
In A Tribute to the Scuderia Ferrari HP Pit Crew, Chivas Regal reminds us that greatness is rarely a solo act — it is a symphony of skill, passion, and quiet mastery working in perfect harmony. Just as a perfectly blended whisky is the sum of its carefully chosen parts, a race is won not only by the driver but by the unseen hands that make every second count. This campaign is more than a celebration of speed; it is a toast to teamwork, resilience, and the pursuit of excellence — values that define both Scuderia Ferrari HP and Chivas Regal, on and off the track. Click here for more information about the A Tribute to the Scuderia Ferrari HP Pit Crew campaign.
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