We are Brand Formula: An F1 Marketing Podcast. Mordecai is back and Elyssa is boarding a plane, so we are calling up our reserve driver. Hooriya Hussain, marketing and comms extraordinaire, joins for episode eighteen. And she is fully qualified, having trained as a flag marshal at the Losail track as a teenager, repped Volkswagen Audi Middle East, and worked the Qatar Motor Show. She didn't just find Formula One. She was on the track before she knew what was happening.
Zandvoort gave us a wet start, Max in the gravel in front of his own Orange Army, the Hulk avoiding it by a millisecond in real time, and Yuki back in the credits.
After the rain it was really only a tight competition no team dynamics. We talk about what the George and Kimi dynamic looked like across a full race weekend, Lewis angrier than either of us can remember, Oscar not quite where Lando is right now, and Fernando somehow getting points. Someone prayed hard for that one.
Then silly season, not much driver side but the 2028 race calendar decision looks like it is heading to Argentina, and we have feelings about what that means for South Africa, South Korea, and the race that Lewis Hamilton deserves before he retires. Hooriya brings the perspective of someone who grew up in Doha watching a young nation become a global sport destination almost overnight, and what that trajectory could look like for the African continent. We also take a detour to Bosuma St John's wedding in Ghana, which we are calling one of the best brand moves of the year and we are not apologising for it.
Carlos Sainz launches 55. We wanted to love it. We did not love it. A direct to camera video, the word e-commerce, and a brand that could not quite commit to what it was. We compare it to Lando's coffee pop-ups, Daniel Ricciardo's whole universe, and ask who is going to call Carlos's team and fix this before Madrid.
We close on AWS being read aloud in live race commentary and both of us needing it to never happen again. A B2B sponsor in your ears mid-race is not the ROI anyone should be chasing. We have invited them on the podcast to defend it. We mean it.
Monza is next. Kimi has a grid penalty. Italy is watching. We know how this could go.
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Lights out.
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