F1 Launches 'All To Drive For' Campaign Starring Damson Idris for 2026 Season

Formula 1 has launched a major new global marketing campaign titled 'All To Drive For,' featuring actor Damson Idris and the entire 2026 driver lineup, aiming to build hype for the sport's most significant regulatory overhaul in a generation. The campaign, teased with a trailer asking fans to "think again" about F1, directly ties into the new technical era beginning in 2026, which promises radically different cars and a reset competitive order.

Why it matters:

This campaign represents a strategic push to capitalize on the massive attention and new fan interest generated by the blockbuster F1 film, channeling it directly into the upcoming season of genuine sporting transformation. By featuring every driver on the future grid, it positions the 2026 season not just as a technical change, but as a fresh start and a compelling new chapter for the entire sport, targeting both dedicated fans and the movie's new audience.

The Details:

• The 'All To Drive For' campaign stars British actor Damson Idris, who rose to prominence in the F1 world through his role in the 2025 hit film, alongside all 22 drivers confirmed for the 2026 grid.
• A teaser trailer showcases the full roster, including 2025 champion Lando Norris, veterans like Lewis Hamilton and Fernando Alonso, and new faces such as Kimi Antonelli and Arvid Lindblad, emphasizing a "next generation" theme.
• F1's Chief Commercial Officer, Emily Prazer, stated the campaign aims to invite fans "both old and new" to engage at a time when "the playing field [is] levelled" by the new regulations, highlighting unpredictability as a key selling point.
• The campaign's timing is meticulously aligned with the 2026 technical revolution, which includes a near 50/50 power split between combustion and electric engines, smaller and lighter cars, and the introduction of active aerodynamics to replace DRS.

What's Next:

The full campaign rollout will continue in the lead-up to the 2026 season, serving as the central narrative for F1's promotional efforts. Its success will be measured by its ability to translate the cinematic excitement of the F1 movie into sustained engagement with the real-world sport during a pivotal transitional year. With the core message that "everything is changing," F1 is betting that this convergence of Hollywood star power, a full driver cast, and genuine sporting revolution will create an unprecedented wave of anticipation.