Mercedes-AMG PETRONAS bids farewell to Lewis Hamilton while inspiring others
Mercedes-AMG PETRONAS F1 Team has released an emotional farewell to Lewis Hamilton with a global campaign created by AMV BBDO.
In an impressive first campaign by AMV BBDO after winning the Mercedes F1 Team account, the tribute celebrates Hamilton-Mercedes partnership’s shared legacy while inspiring the next generation of dreamers.
Marking the close of the 2024 F1 season at the Abu Dhabi Grand Prix on Sunday 8th December, the Mercedes-AMG PETRONAS F1 Team tribute to Lewis Hamilton, titled ‘Every Dream Needs a Team’ honours the seven-time world champion’s remarkable career and the partnership with the F1 team, while championing the sport’s future through the eyes of the next generation.
London-based agency AMV BBDO's work highlights the bond between Hamilton and Mercedes, with a poignant film that blends archival footage of Hamilton provided by F1, interwoven with powerful scenes featuring aspiring dreamers—children of diverse ages and backgrounds—reflecting on the profound impact of his journey on its own aspirations.
Produced by Prettybird and directed by the acclaimed Melina Matsoukas, known for Queen & Slim, the film is underscored by Stormzy’s ‘Blinded by Your Grace, Pt. 2’ and includes original commentary from some of the team’s most memorable moments.
‘Every Dream Needs a Team’ extends beyond the screen. An outdoor campaign featuring iconic photography of Hamilton and the Mercedes-AMG PETRONAS F1 Team will light up landmarks in Kuala Lumpur, the UK, and the US, including Times Square. Over the race weekend in Abu Dhabi, Hamilton will carry the campaign message on his car, underscored with the names of 150 fans, representing the followers who have been part of the journey.
Adding a personal touch, team principal and CEO Toto Wolff recorded a voice note for Hamilton, offering heartfelt parting words and advice. A modern-day equivalent of an open letter, the note captures Toto’s perspective as both a leader and a friend. Distributed via WhatsApp, the voice note reflects the campaign’s emphasis on connection, authenticity, and shared memories.
AMV BBDO executive creative director Laura Rogers said: "A loved family member leaving to go out into the world. The bittersweet end of a beautiful partnership. Victories mixed with moments that were never meant to be. All while the next generation waits in the wings. Lewis Hamilton and Mercedes are more than an F1 story; this is the great opera of life unfolding at 200 miles per hour. We’re honoured to be a part of it.”
The farewell film and messages will be shared across Mercedes-AMG PETRONAS F1 Team social channels and amplified by its partners and other stakeholders in the sport, making the tribute a truly global moment.
Our take
Mercedes-AMG PETRONAS’ farewell ode to an incredible career mixes celebration with sadness, as it touches on the challenges Hamilton overcame off and on the track. It also succeeds in handing the baton down to the next generation through some emotive cut shots.
Stormzy’s soundtrack hits the right sentiment: giving thanks, while encapsulating the emotion that comes with closing out not only an incredible career, but an indelible legacy.
Credits
Client: Mercedes-AMG PETRONAS F1 Team
Campaign title: Every Dream Needs a Team
Client name: Bradley Lord, Stuart Lakin, Peter Routh and Hayley Longhurst
Creative Agency: AMV BBDO
CCOs: Nicholas Hulley and Nadja Lossgott
Executive Creative Director: Laura Rogers
Creative Team (Film): Anzhela Hayrabedyan and Luca Grosso
Creative Team (OOH and Social): Alex Cesar and Hugo Catraio
Agency Design Team: Oreoluwa (Abby) Ayoade and Richard Holgate
Agency Motion Team: Tom Harris and Frankie Leeks
Agency Planning Team: Martin Weigel
Agency Account Team: Xavier Rees, Alexandra Sandford Smith, Georgia Phillips and Harry Frohlich
Agency Production Team: Rebecca Scharf, Meg Everett, Maggie Scriven and Anwar Meah
Media Agency: OMD
Production Company: Prettybird
Director: Melina Matsoukas
Producer: Hannah Cooper
Production Manager: Lucy Tate
Sound Production: Wave Studios
Sound Engineer: Parv Thind and Munzi Thind
Music: Soundtree
Additional Music Production & Arrangement: Luis Almau
Post-Production: Daydreamer
2D Lead: Pete Rypstra
2D: Rod Norman 2D
Producer: Chris Allen
Production Assistant: Eliza Light
Grading Co: Color Collective
Colourist: Alex Bickel
Post-Production: POD LDN
Founder: Adrienn Major
Post-Producer: Valeria Salas Montero
Retoucher: Richard Toth
Images courtesy of and provided by AMV BBDO.
If you enjoyed this article, you can subscribe for free to our weekly email alert and receive a regular curation of the best creative campaigns by creatives themselves.
Published on: