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Back

Challenge the Impossible

Objective

Create a film to showcase McLaren’s most track-focused road car for the very first time.

Strategy

Leverage the inspiring story of the McLaren Senna’s namesake, inciting excitement, enthusiasm and awe.

With the blessing of and help from the Ayrton Senna Institute, Formula One Administration Ltd, and BBC Sports Archives, our film, ‘Challenge the Impossible’, first aired at the Geneva Motor Show and is now available to see on the McLaren website.

The first-half tribute is made all the more poignant by the inclusion of amazing race footage with original commentary from the equally legendary Murray Walker and James Hunt.

Produced by award-winning automotive film experts Carnage Films and directed by Piggy Lines, our film sets up how the attitude and achievements of legendary Brazilian Ayrton Senna, three-time World Drivers’ Champion with McLaren, led to the creation of this incredible vehicle.

The purest connection between man and machine

In the countdown to the launch a series of social media teasers whipped up enthusiasm and in just one week from first showing we achieved over 180,000 organic views.