The Formula 1 fandom is surging year after year, making it one of the fastest-growing franchises in the sports business. That's why on the last season, Ruffles -Mexico's favorite cheese snack- partnered with the pilot: Sergio "Checo" Pérez.

The goal was to find a new way of using a celebrity and connect with millions of adrenaline-loving fans of the fastest sport in the world. The brand decided to face Checo with one of the most difficult challenges of his career: Bump Checo.

"Bump Checo" is an exciting high-speed action mini-film that combines all the

Formula 1 adrenaline with humor.

The idea place Sergio "Checo" Pérez (Formula 1 pilot superstar) in a Bumper Car circuit alongside ten racing fans with one goal: Bump Checo.

In the film, you can see high-speed Bumper cars chasing the Formula 1 pilot who performs all kinds of risky maneuvers to avoid being hit. The crowd goes crazy with the skills of the Mexican pilot.

After some eye-catching Fast and Furious-style stunts, the competition ends thanks to a minor distraction from Checo, who bumps one of the competitors while driving his car in reverse at top speed, raising the question ¿who bumped who?

At the end the lucky fan steps up to the podium and, in Formula 1 style, receives the trophy from Sergio Pérez.

RESULTS

Digital:

350 Million Total Impressions (+48% vs planned)

62 Million Views (+53% vs planned)

421 K interactions

TV:

Top #1 most relevant ad during the campaign period (snacks category)

Top #4 most relevant ad during the campaign period (food & drinks category)

+26 Million People Reached