We wanted to introduce F1 fans to the power of Snapdragon. We knew if they saw what the tech could do, they’d love it as much as we do. George Russell felt like the perfect messenger—credible, cool, and just as high-performance as the product. But it had to feel authentic.

Then the F1 swearing ban hit—and fans hated it just as much as the drivers. That’s when it clicked. If George couldn’t say what he really thought, we’d find someone who could. His swearing double. WTF1 was born. A clever workaround to a real tension, and a culturally sharp way for Snapdragon to join the F1 conversation—with bleeps, not briefs.

Credits:
ECD: Stephen Clarke
GCD: Brock Pisciotta
ACD/CW: Debi Sicoli
Art Director: Meghan Bracamonte Copywriter: Ty Bowen Miller