Mercedes-AMG PETRONAS bids a moving farewell to Lewis Hamilton in latest film

In a sport where milliseconds define legacies, the Mercedes-AMG PETRONAS F1 Team is proving that speed isn’t the only thing worth celebrating. In an emotionally charged campaign aptly titled "Every Dream Needs a Team," the team pays homage to one of its most iconic racers, Lewis Hamilton, as he prepares to shift gears and don Ferrari red in 2025. With a heartfelt cinematic campaign film and a global out-of-home showcase, Mercedes and London-based creative agency AMV BBDO are pulling out all the stops to ensure this farewell isn’t just a pit stop, but a grand celebration of Hamilton’s unparalleled journey.

Forget revving engines and screeching tires–this campaign is more about the heart than horsepower. Directed by Melina Matsoukas, with cinematography by Bradford Young, the nearly two-minute black-and-white film elegantly intertwines archival footage of Hamilton’s career with scenes featuring young racers inspired by his legacy. Through the voices of these rising stars–Kenzo Craigie, Luna Fluxa, and James Agnostiadis–the narrative shifts from being a mere retrospective to a forward-looking ode to inspiration.    

With lines like, “That’s for all the kids out there who dream the impossible, you can do it, too,” Hamilton’s voiceover invites audiences to imagine a world of possibilities. Whether it’s being the fastest, a hero, or simply accepted for who you are, the film strikes a universal chord, making it more than just a tribute to one man–it’s a love letter to dreams fueled by teamwork.

The campaign stretches beyond the confines of a screen. Out-of-home installations in Kuala Lumpur, the U.K., and the U.S. feature iconic snapshots of Hamilton and the Mercedes team, immortalizing moments of camaraderie and triumph. Adding a personal touch, Mercedes team principal Toto Wolff delivers an open voice note to Hamilton–a first-of-its-kind addition that peels back the curtain on their unique partnership.

Hamilton’s story isn’t just about trophies and titles; it’s a masterclass in perseverance, representation, and breaking barriers. Over 12 years, he became synonymous with Mercedes, embodying the ethos of teamwork and innovation. As the longest-running partnership in F1 history, his departure feels less like a goodbye and more like a bittersweet graduation.

The campaign also positions Hamilton as a trailblazer who paved the way for others. Featuring children who dream of racing but might not have seen themselves in the sport before, the film highlights how representation matters.

"Every Dream Needs a Team" is a poignant reminder that greatness isn’t achieved in isolation. It’s a fitting tribute to Hamilton, a racer who defied expectations, broke barriers, and inspired generations. Like a well-timed pit stop, it offers reflection and gratitude before the next leg of the journey begins.

Mercedes-AMG PETRONAS and AMV BBDO have crafted a campaign that balances reverence with aspiration, turning Hamilton’s farewell into a moment that transcends the sport. As the saying goes, "it’s not the destination, but the journey." And in Hamilton’s case, what a journey it has been.