Lewis Hamilton, Ferrari, and Formula 1’s Entertainment Revolution

Jordan P. Kelley, Content Director, BrandStorytelling

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Lewis Hamilton's latest YouTube short, released yesterday, sees the seven-time Formula 1 World Champion stepping into a classic cinematic moment: the iconic Ferrari scene from Ferris Bueller’s Day Off. At first glance, the video appears to be a lighthearted tribute ahead of Hamilton’s much-anticipated debut with Scuderia Ferrari at this weekend’s season-opening Australian Grand Prix. However, a closer look reveals a masterclass in brand storytelling—one that encapsulates the increasing influence of entertainment media on Formula 1's growing appeal, particularly in the United States.

This video is just the latest in a carefully orchestrated media rollout by Ferrari. Hamilton’s high-profile switch to the legendary Italian team in the offseason was one of the biggest stories in motorsports, and Ferrari has leveraged it masterfully. With nearly two million subscribers on YouTube, the team has been steadily releasing content teasing Hamilton’s arrival, amassing millions of views. As F1 fans gear up for the start of the new season, Hamilton’s starring role in this latest video serves as the perfect capstone to Ferrari’s media push, reinforcing the excitement surrounding his debut and subtly reminding viewers to tune in for the Australian Grand Prix on Saturday.

This intersection of Formula 1 and entertainment isn’t new, but it has reached unprecedented levels in recent years. The Netflix documentary series Drive to Survive, now in its seventh season, has played a pivotal role in bringing American audiences into the F1 fold. The series' peak viewership has soared into the millions, with Season 5 drawing 5.7 million hours viewed in its debut weekend alone. More importantly, the series has had a tangible impact on the sport's popularity in the U.S., contributing to a surge in race attendance, TV ratings, and even the addition of new races in Miami and Las Vegas to cater to the growing American fanbase.

Recognizing this trend, the Formula 1 brand, participating teams, and even the drivers themselves are doubling down on entertainment as a strategic tool for expanding their reach. Hamilton, for example, is not just the subject of F1 videos—he’s also a producer on the upcoming Apple Studios F1 film produced by and starring Brad Pitt, slated for release this summer. The film’s marketing campaign has emphasized its unparalleled authenticity, with real F1 cars and tracks being used to create an immersive, realistic experience. The new full length trailer for the film dropped today—another tactful media moment curated for fans and newcomers alike ahead of this weekend's race.

The increasing prevalence of brand-driven entertainment in Formula 1 underscores the power of integrated media to shape fan engagement. Hamilton’s Ferris Bueller homage is more than just a fun pop culture nod—it’s a strategic piece of content designed to fuel excitement for his Ferrari debut and reinforce the sport’s ongoing expansion. As Formula 1 continues its ascent in the U.S. market, expect to see even more crossovers between motorsports and mainstream entertainment, further blurring the line between sports coverage and cinematic storytelling.

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About Jordan P. Kelley

Jordan P. Kelley is a branded content trend watcher and thought leader, serving as BrandStorytelling's Content Director and curating the festival portion of BrandStorytelling: a Sanctioned Event of Sundance Film Festival. A Forbes contributor, Kelley co-produces The BrandStorytelling Podcast 'Content That Moves'. With a degree from UCLA in African American Studies and Film, Kelley is committed to amplifying unique storytelling efforts, especially those that champion worthy causes.