GEAR SHIFT: Doritos Drops High-Octane 'Crunch Prix' Campaign to Supercharge Formula 1® Fandom
If you’ve ever found yourself screaming at your TV during a race weekend, Doritos is about to amplify that energy to a whole new level. As part of its massive global partnership with Formula 1®, the snack giant has officially unveiled ‘The Crunch Prix,’ a high-octane campaign under their Taste the Thrill platform that transforms the casual ritual of couch side viewing into an absolute sensory overload.
Created by Goodby Silverstein & Partners, directed by Antoine Bardou-Jacquet, and brought to life with cinematic VFX by Untold Studios, the campaign’s flagship film reimagines a standard living room as a high-speed circuit. We’re talking everyday furniture turned into F1 machines, with flying beanbags tearing down the track and floral couches pulling frantic pit stops.
To give it ultimate trackside credibility, the commercial features an iconic voiceover from David Croft, Sky Sports F1’s legendary lead commentator, delivering his signature “lights out” call. For the LATAM markets, legendary commentator Fernando Tornello steps into the booth to bring that same electric energy to Spanish-language fans.
“Formula 1 is built on excitement, anticipation and intensity, and at Doritos, our role is to help fans experience those same emotions in new and unexpected ways,” says Kyle Gore, VP of Global Marketing for Doritos. “’The Crunch Prix’ takes a familiar race-day ritual and turns it into something bigger.”
Doritos isn’t just staying on your screen—they’re taking over the grid IRL at the FORMULA 1 PIRELLI BRITISH GRAND PRIX 2026. Fans touching down at Silverstone can step directly into the ‘Doritos Thrill Zone,’ a massive fan-experience hub packed with interactive tech, digital displays, and insane giveaways.
The stakes are high. Fans can compete in a virtual racing game to score some seriously rare merch and experiences, including:
A Mercedes-AMG PETRONAS F1 Team Hot Lap in a custom-designed, Doritos-wrapped beast of a car.
Exclusive Doritos racing jackets signed by F1 rising star Kimi Antonelli.
Live Q&As on the Thrill Zone terrace with David Croft and mega-creators like MattP1Tommy.
Because a major event needs a legendary food lineup, Doritos Loaded is hitting the Silverstone Fan Forecourt with two massive food trucks. They’re serving up elevated, crave-worthy street food where the iconic triangular chip acts as the ultimate culinary canvas.
The real headliner? A custom recipe curated by none other than multi-Michelin-starred chef Gordon Ramsay, who was recently announced as the global partner for Doritos Loaded. Even better: buying a dish from the truck enters fans into a draw for even more tier-one prizes, including a hot lap and a racing jacket signed by George Russell.
Whether you’re holding it down trackside or streaming the race from your bedroom, Doritos is proving that you don’t need a super-license to taste the thrill of the grid. Stay locked to @Doritos on socials to see what else is coming around the corner this summer.