Mercedes AMG Petronas F1 x Snapdragon

The idea

Give Mercedes-AMG PETRONAS F1 Team Driver George Russell a platform to share his honest reactions to Snapdragon’s [bleep]ing cool tech.

The problem

F1 drivers can’t swear. New 2025 rules mean drivers and teams face fines, points lost, or worse if they’re caught swearing by the FIA.

The solution

Create a good, clean…loophole. The swearing ban only applies to official FIA license holders, so we gave George the next best thing: An officially unofficial Swearing Double.

It was designed to feel like something fans would pass around in their group chats, and it delivered — driving strong engagement, with Overkill performing 429% above Snapdragon’s social benchmark, all while naturally bringing Snapdragon into the conversation.