Formula 1 has unveiled its 'All To Drive For' campaign to promote the 2026 season, featuring actor Damson Idris and all 22 drivers. The initiative highlights major regulatory changes, including new cars, engines, and teams. It aims to engage fans amid the sport's biggest transformation in over a decade.
Formula 1 officially launched the 'All To Drive For' campaign on February 23, 2026, to introduce the upcoming season's radical changes. The digitally led effort includes a 60-second flagship film starring Damson Idris, known from F1 The Movie, and showcases all 22 drivers on an expanded grid. The campaign narrative centers on reigning 2025 World Champion Lando Norris of McLaren, whose title ended a dominant era and paved the way for a leveled playing field under new specifications.
Emily Prazer, Formula 1's chief commercial officer, commented: “The 2026 season welcomes Formula 1’s next generation of racing, with new cars, new engines, and a whole new style of driving. It’s the biggest shake-up our sport has ever seen… the campaign invites fans both old and new to get involved at a time where every lap is unpredictable.” A similar statement from Prazer emphasized the 50/50 power split between internal combustion and electrical energy in the new power units, which run on 100% sustainable fuels.
Key innovations include the 'Nimble Car Concept' with lighter vehicles and active aerodynamics featuring moveable front and rear wings that replace the traditional DRS system, offering 'Corner' and 'Straight' modes. The grid expands to 11 teams for the first time since 2016, with Audi taking over Sauber and Cadillac debuting as the Cadillac F1 Team.
Veterans like Lewis Hamilton, in his Ferrari debut, and Fernando Alonso join newcomers such as Arvid Lindblad at Racing Bulls, Kimi Antonelli at Mercedes, and Gabriel Bortoleto at Audi. Max Verstappen and others are also highlighted for the title contention. The campaign deploys out-of-home posters in New York, Los Angeles, London, and Melbourne, where the 24-race season starts on March 6. It airs across F1 platforms, broadcasters, and social media, underscoring 'New Cars, New Power, New Teams, New Passion, All To Drive For.'
