Lewis Hamilton Channels 'Vice City' in Viral Miami Reel

Lewis Hamilton turned heads off the track in Miami, posting a cinematic social media reel that pays homage to both Miami Vice and Grand Theft Auto: Vice City. The video, titled “Vice City Run,” shows the seven-time world champion driving a white Ferrari Testarossa through the streets of Miami—complete with a powerboat scene, double-breasted suit, and aggressive drifting. The clip has already racked up over 320,000 likes on Instagram.

Why it matters:

While Hamilton’s on-track performance at the Miami Grand Prix fell short of expectations—Ferrari struggled to extract full potential from its significant upgrade package—the driver’s ability to generate viral content underscores his enduring star power and unique connection with fans. It also highlights the growing intersection between F1 culture, gaming nostalgia, and lifestyle branding.

The details:

• The video starts with Hamilton standing on a Wellcraft Scarab powerboat, a nod to GTA: Vice City’s iconic watercraft.
• Dressed in a pink shirt and aviator sunglasses, he walks through a garage and lowers himself into the Testarossa, a car whose silhouette directly inspired the game’s legendary “Cheetah.”
• The 4.9-liter flat-12 engine hums as Hamilton performs a smoky drift out of the parking lot, then weaves through Miami’s highways and finally cruises past South Beach’s neon-lit art deco hotels.
• At press time, the reel has drawn more than 5,000 comments on Instagram, with fans praising the production value and nostalgic game references.

The big picture:

Ferrari’s race weekend was underwhelming, with the team failing to fully unlock the promised gains from its upgrade. Yet Hamilton’s off-track creativity serves as a reminder that in the modern F1 landscape, driver brand and social media engagement are just as valuable as race results. The video could also boost Ferrari’s image, tying the Scuderia to classic automotive romance and pop culture.