Brands Go Full Throttle

Ever since Drive to Survive catapulted Formula 1 into mainstream pop culture, brands have been lining up to tap into the sport’s momentum. The rush has only intensified in recent seasons, as companies try to speak the language of F1’s younger, hyper-online fanbase. But the marketing engine went into overdrive after Lando Norris clinched his first world championship in Abu Dhabi.

Norris’ path to the title wasn’t a runaway victory — it was a razor-thin triumph. His third-place finish gave him just enough points to beat Max Verstappen by a margin so small it seemed designed for social-media drama. That outcome alone was bound to generate a deluge of reactions, and it did. Well-known figures such as Prime Minister Keir Starmer, presenter Amelia Dimoldenberg, and broadcaster Richard Hammond all chimed in with praise for the newly crowned British champion.

But amid all the predictable celebrations, one message towered above the rest for its sheer audacity. While brands like Duolingo and Ryanair have made a sport out of chasing F1 banter online, Durex delivered a curveball worthy of its own podium ceremony. The condom company posted a papaya-colored graphic — mirroring the McLaren aesthetic — with a stylized silhouette of the championship trophy. It carried a playful twist on Norris’ name that cheekily read: “No risk, only rewards.”

The brand didn’t stop there. Its caption leaned fully into the innuendo, raising eyebrows and laughs in equal measure. As it teased, “Here's to making your first time as special as it can be!” That lone line ensured Durex wasn't just part of the conversation — it became the conversation.