Formula 1 Unveils ‘All To Drive For’ Campaign for 2026 Season

Formula 1 has officially launched its 2026 season with the “All To Drive For” campaign, marking the sport’s radical transformation in over a decade.

Featuring internationally acclaimed actor and F1 The Movie star Damson Idris, the campaign serves as an introduction to a season defined by a historic “triple reset” of technical, sporting, and commercial regulations.

The digitally led campaign, which includes a 60-second flagship film, features all 22 drivers, a grid that has expanded to include the debut of the Cadillac F1 Team. The narrative is anchored by reigning World Champion Lando Norris, whose 2025 title win with McLaren ended a dominant era and set the stage for a “playing field levelled” by the new 2026 specifications.

Commenting on the launch, chief commercial officer of Formula 1, Emily Prazer, said: “The 2026 season welcomes Formula 1’s next generation of racing, with new cars, new engines, and a whole new style of driving.”

“It’s the biggest shake-up our sport has ever seen… the campaign invites fans both old and new to get involved at a time where every lap is unpredictable,” Prazer said.

Formula 1 Evolution: The ‘Nimble Car’

The 2026 season introduces “The Nimble Car Concept,” a shift away from the heavier machines of the previous era.

• Active Aerodynamics: Moveable front and rear wings replace the traditional DRS, allowing for “Corner” and “Straight” modes on every lap.

• Power Unit Revolution: A shift to a 50/50 power split between internal combustion and electrical energy, running on 100% sustainable fuels.

• New Contenders: The entry of Audi (taking over Sauber) and Cadillac brings the grid to 11 teams, the first expansion since 2016.

Commercial Implications and Global Reach

The timing of the “All To Drive For” launch is deliberately plannes, following with F1’s continued boom in the United States and a record 24-race calendar. Out-of-home posters have been deployed across key hubs including New York, Los Angeles, London, and Melbourne, where the season commences on 6 March.

While veterans like Lewis Hamilton (making his high-profile debut for Ferrari) and Fernando Alonso remain, they are joined by a “next-gen” cohort including Arvid Lindblad (Racing Bulls), Kimi Antonelli (Mercedes), and Gabriel Bortoleto (Audi).

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