Challenge the impossible


Produce a launch film to showcase the unique story behind McLaren’s new Senna model – creating a connection that goes beyond the rational, to attract new buyers to the marque from Ferrari and Lamborghini.


Capturing the admiration that current and future hypercar owners still feel for legendary Brazilian racing champion Ayrton Senna we – for the first time – would tell a rich and powerful human story to convey the inspiration behind a car, rather than simply showcasing the brand’s engineering and performance credentials.


‘Challenge the impossible’ was the keystone for our launch messaging and film, allowing us to tell the story of Ayrton Senna’s enduring ethos, skill and attitude – the car in turn embodying everything he valued as a racer and engineering expert. Rare race footage with original commentary from the equally legendary Murray Walker and James Hunt made the tribute all the more poignant.

With the blessing of and help from the Ayrton Senna Institute, Formula One Administration Ltd, and BBC Sports Archives, our film first aired at the Geneva Motor Show, and is available to view on the McLaren website. All importantly, it also helped ensure every one of the limited-run £1.5m cars was sold in the week of launch.