The passion for Formula 1 has been skyrocketing year after year, firmly establishing it as one of the most rapidly expanding franchises in the realm of sports. Ruffles stepped up as a major sponsor for one of the world's finest racers, Sergio “Checo” Pérez. But Checo is one of the sports celebrities most used in advertising in México, which posed a challenge: How to use him in a different way and connect with the adrenaline of the world's fastest sport?
To answer this, we took an innovative leap. We invited Checo to leave the cockpit of his esteemed Formula 1 machine and dive into an adventure: a high-energy bumper car challenge.
This wasn't just any track — competitors eagerly queued up for the chance to bump into the racing star himself. Our goal was to craft an experience that was both exhilarating and playful, showcasing Checo's remarkable agility and injecting a fresh, fun spin into our partnership.
Client: Ruffles
Drawing inspiration from the vivid, illustrated posters of Formula 1's Grand Prix, we've created a unique series featuring Checo Pérez driving a bumper car, adding a fun twist to the usual racing theme.
Not so fun fact: The Mexican Grand Prix, a race of great significance for Checo in his homeland, turned out to be a major letdown. Tragically, Checo crashed his car at the very beginning, which led to his early exit from the race. This incident turned our campaign viral, leading fans to change his nickname from 'Checo Pérez' to 'Choca Pérez'.