iris Worldwide Takes Us #BEYONDTHEGRID of F1 for Smirnoff

Smirnoff and the NY office of  iris Worldwide have launched online content series, #BEYONDTHEGRID, promoting Smirnoff's Formula One sponsorship of team Sahara Force India.  The series is hosted by TV actors, Brad Wollack (of Chelsea Lately) and Thaila Zucchi (of Shameless) as they follow the team from country to country for the remainder of the 2014 F1 season capturing the happenings 'beyond the grid' with comedic content intended for the masses of F1 fans that live outside the glitz and glam and who represent the true grit and soul of the sport.  

The hosts will get down and dirty with the fans, the drivers and the all that goes on around and behind the scenes to help bring fans closer to the action, doing away with the elitism and exclusivity that so typically surrounds the sport. 

With everything from awkward interviews, to funny challenges involving the Sahara Force India drivers and local fans, to behind the scenes looks at the racing towns and townies, to ridiculous comedy-driven snippets like attempting to wrangle London cabbies to race one of the Sahara Force India drivers around the city - #BEYONDTHEGRID is all about uncovering the real fun for the real fans surrounding F1.

The series is being hosted on Smirnoff's YouTube channel and promoted across social media (Facebook, twitter, etc). Content kicked off at the big Silverstone race and will continue launching throughout November. The #BEYONDTHEGRID series reaffirms Smirnoff's positioning as the "Exclusively for Everybody" vodka.

Credits

Project: #BEYONDTHEGRID

Client: Smirnoff / Diageo

Agency: iris Worldwide, New York

Production: Bigballs Films, London