In Partnership with Sting Energy
In the world of F1, announcements usually come with podiums, paddock interviews, or at the very least, a confident team principal delivering a quotable line. Sting Energy decided to skip all of that. Instead, it handed the mic to a Mercedes-AMG PETRONAS F1 car.
What followed wasn’t a standard brand tie-up reveal – it was a cultural moment engineered in three volcanic bursts of speed, sound, and spectacle. The partnership, which goes global in 2026, marks more than just a logo joining a race suit. For Sting Energy, it’s the clearest signal yet of a brand shifting identities: from an energy drink borrowing from motorsport aesthetics to a player deeply embedded in the world’s fastest ecosystem.
Phase 1: The Car That Spoke Before Anyone Else Did
The announcement film dropped without warning – no drivers, no statements, not even a conventional storyline. Just a Mercedes-AMG PETRONAS F1 machine tearing through a track, its engine noise rising and distorting until it unmistakably sharpened into “STINGGGG.”
In a social landscape where audiences sniff out formulaic content instantly, this no-human, no-dialogue reveal felt almost rebellious. Creators across Asia reacted to the film in real time, stitching their disbelief, excitement, and breakdowns of the idea. The message spread faster than any spokesperson could have delivered it: Sting Energy wasn’t entering F1 as a spectator. It was joining the grid in its own voice – or rather, its own roar.
Phase 2: Asia’s Landmarks Became the Billboard
Once the internet buzzed with the car-led reveal, Sting Energy took the announcement offline and onto the skyline. For one night, the Bandra-Worli Sea Link in Mumbai, the Saigon Marina IFC Tower, and Pakistan’s historic Lahore Shahi Qilla lit up with Sting Energy x Mercedes-AMG PETRONAS F1 team visuals.
Each projection became a public moment – commuters stopping mid-bridge, crowds gathering at waterfronts, passersby turning into impromptu photographers. The partnership wasn’t just seen; it was experienced. In three countries, on three landmarks, at three drastically different cultural intersections, Sting Energy inserted itself into daily life with the same energy it claims to deliver: sharp, bold, and impossible to ignore.
Phase 3: A Two-Second Creative for a Blinking Generation
As attention spans shrink and scroll speeds increase, Sting Energy went even shorter. A disruptive two-second drop – barely long enough for a breath – became the third chapter of the campaign. Just a flash, a jolt, a brand saying: if you blink, you’ll miss us. Exactly how F1 feels at 300 km/h.
The film embodied Sting’s evolving personality: fast-paced, format-native, and built for a generation that consumes energy visually as much as physically.
A Brand in Transformation
This multi-phased rollout isn’t just about a partnership. It’s about a rethink of who Sting Energy is becoming. The Mercedes-AMG PETRONAS F1 Team partnership pushes the brand from the periphery of speed culture into its inner circle. Sting Energy is no longer just riding the wave of F1’s popularity – it is shaping how fans experience the sport.
