DEPT puts F1 spin on INEOS Grenadier campaign

The campaign focuses on the Grenadier's customisation options, positioning the vehicle as a platform for owners to reflect their individual preferences and outdoor ambitions.

INEOS Automotive has launched Grit Stop, a global campaign created with DEPT® ahead of the Formula 1 MSC Cruises United States Grand Prix 2026 in Austin. The campaign features Mercedes-AMG PETRONAS F1 drivers George Russell and Kimi Antonelli, with a film showing how their personalities influence the customisation of their INEOS Grenadier vehicles.

The creative draws on the precision of a Formula 1 pit stop, reimagining the process to prepare the vehicles for off-road adventures. A Grenadier pit crew swaps road tyres for off-road alternatives, adds roof tents and roof racks, and applies personalised details to each vehicle.

INEOS Grenadier campaign highlights customisation

Through humour and the involvement of the two Formula 1 drivers, Grit Stop demonstrates how different configurations can suit different approaches to adventure.

INEOS Automotive is encouraging customers to explore these options through its online vehicle configurator. DEPT® also developed a dedicated campaign landing page to direct audiences to the tool.

DEPT combines Formula 1 precision with off-road adventure

Jonathan Hill, Chief Marketing Officer, INEOS Automotive: "The INEOS Grenadier is built for more, designed to give owners the freedom to customise their vehicle to fit whatever their ‘more’ may be. With a dash of humour and the two hottest drivers in Formula 1, the ‘Grit Stop’ film shows that customisation possibilities are endless. We hope it inspires everyone watching to kit out their own Grenadier."

Chris Boys, Group Creative Director, DEPT®: "We took the precision of a pit stop and flipped it on its head, creating a fast-paced pause unlike any other for a place far beyond the race track. Swapping road tyres for off-road and adding roof tents to roof racks, we fully customised vehicles for George and Kimi, with personalised touches to make their off-road adventures built for more."

Campaign spans video, paid media and social content

The 60-second hero film is available on the INEOS Grenadier website and YouTube channel. Shorter edits will run across paid media and organic social channels, featuring campaign moments and question-and-answer content with the drivers.

www.ineos.com

www.dept.global