The McLarens of Lando Norris and Oscar Piastri will sport a "bespoke livery" at this weekend's Japanese Grand Prix.

The livery, aimed at promoting British American Tobacco's (BAT) Vuse brand, is the first of several expected over the course of the season.

Anyway, here's the press release: McLaren Racing and Principal Partner BAT's brand Vuse today revealed a bespoke livery designed by Japanese artist MILTZ as the Driven by Change campaign returns for the 2024 Formula 1 season.

MILTZ's artwork is inspired by Edomoji, a traditional Japanese calligraphy, which he fuses with modern art and culture, and in this instance, used to represent the speed of a Formula 1 car in the form of a dragon racing through the clouds.

The Driven by Change campaign, returning for its fourth F1 season, celebrates emerging creatives through the global motorsport platform, providing opportunities to showcase their innovative artwork to the world.

MILTZ's artwork will be carried on the McLaren MCL38 for the entire 2024 Japanese Grand Prix race weekend in Suzuka, piloted by McLaren Formula 1 drivers Lando Norris and Oscar Piastri.

Louise McEwen, Chief Marketing Officer, McLaren Racing, said: "We are really excited to bring Driven by Change to Japan for the 2024 iteration of the campaign alongside our partner Vuse. Now in its fourth year, we have seen the successes of the campaign in showcasing the incredible creativity of these talented and undiscovered artists for the world to see on our race cars."

Luca Angiolillo, Head of McLaren Partnership, BAT, said: "We're extremely proud to debut Driven by Change in Japan with the launch of another iconic bespoke livery. 2024 marks the fourth year that Vuse and McLaren are continuing to push boundaries and champion a new generation of creative talent - and MILTZ is just another example of that. With his passion for progressing past traditions with a modern flair, I can't wait to see where he goes next."

Taking inspiration from the Vuse and McLaren liveries of the past, MILTZ channelled the wild lines of Rabab Tantawy's Nubians to create his eye-catching livery design.

MILTZ, Livery artist, said: "When I first became a freelance artist, I never thought an opportunity like this was possible - this is the biggest international project I have ever done! As I continue to build my profile as an artist, I want my artwork to champion the rich traditions of Japanese writing culture, such as Edomoji, but with a modern twist. From my work with local businesses in Japan to the McLaren Formula 1 Team, there are so many beautiful stories to tell through art."

Driven by his passion to hone his craft and disenfranchised by not being able to express his creativity, MILTZ quit his job at a design agency to follow his dream. Fast forward over 10 years, he celebrates his artwork on one of the grandest stages of all.

LATEST NEWS

more news >

LATEST IMAGES

galleries >

Click to go to the main galleries section

READERS COMMENTS

1. Posted by Editor, 04/04/2024 7:51

"@ Max Noble

Back in the era of Bruce and Denny there were also the fabulous Pink Pig and the gorgeous Martini liveried 917s... and several others.

Sadly, in this case, as opposed to Bruce, it has Zak Brown Marketing Man written all over it."

Rating: Positive (1) Rate comment: Positive | NegativeReport this comment

2. Posted by Max Noble, 04/04/2024 3:54

"@Kenji - word of the week right there! May-be we can pay McLaren to write on the side of their cars? I’m sure for the right dollars it would be done in an instant…!!"

Rating: Positive (1) Rate comment: Positive | NegativeReport this comment

3. Posted by Max Noble, 04/04/2024 3:52

"This has me boggling still. Just went back and looked at the launch pictures for the car back at the start of the year… It would appear the artist was given a couple of areas around the size of a pocket handkerchief, plus the front wing end plate vertical surfaces. I’ve seen collectable stamps with more surface area! On TV at 300kph (even 150kph) you’ve not going to notice!
I also went back and looked at pictures of Bruce in his own cars. The entire thing in their lovely”signature” colour, with the car number about two foot tall (so you could actually read it at speed), “McLaren Cars” written on the side, and on some “Bruce McLaren” in a lovely flowing script… similar story for the CA-AM cars. All sweeping beauty, and solid unmistakable colours…

Sigh…
"

Rating: Positive (2) Rate comment: Positive | NegativeReport this comment

4. Posted by kenji, 04/04/2024 2:23

"@ ARL...having reviewed the 'artwork' [questionable ] I relish being able to once more introduce one of my favourite words, in relation to this latest offering...What a 'gallimaufry', Totally apt."

Rating: Positive (1) Rate comment: Positive | NegativeReport this comment

5. Posted by ARL, 03/04/2024 18:55

"They have barely given the poor artist space to show, well whatever his channeled design constitutes.

To my addled mind the car looks as muddled a mess as some past Benettons. Whether it succeeds in pushing heated nicotine vapour into the lungs of young F1 fans, only the marketing figures will show.

Hopefully it is an utter failure in that regard. Marlboro seem to have given up on their final pretence."

Rating: Positive (1) Rate comment: Positive | NegativeReport this comment

6. Posted by Bill Hopgood, 03/04/2024 18:10

"Former "partner" Gulf practically own's the one-off livery space now with Williams and that light blue "one off" they do from time to time.

This effort from BAT looks like a new sticker for their product, not a new livery.
"

Rating: Neutral (0) Rate comment: Positive | NegativeReport this comment

7. Posted by Superbird70, 03/04/2024 15:21

"Bring back Red/White Marlboro."

Rating: Positive (1) Rate comment: Positive | NegativeReport this comment

8. Posted by @R1Racing71, 03/04/2024 15:15

"And who was it that said F1 is a marketing business masquerading as sport?"

Rating: Positive (1) Rate comment: Positive | NegativeReport this comment

9. Posted by kenji, 03/04/2024 13:14

"Does anyone really give a flying mouse .... about this 'one off'! Really, what's F1 coming to..... looks rubbish to me."

Rating: Positive (1) Rate comment: Positive | NegativeReport this comment

10. Posted by Max Noble, 03/04/2024 12:11

"OK… I’ve now read the article three times, and looked in detail at the pictures… Houston we have a problem…"

Rating: Neutral (0) Rate comment: Positive | NegativeReport this comment

11. Posted by Max Noble, 03/04/2024 12:08

"Ah! I remember the day sBAR got in so much trouble for wanting two differing liveries… so they put a zipper down the middle which was an instant classic… Now you can have a one of special edition every day of the week. Buy it quick! This is limited to only 5,000,000 individually numbered editions!!!"

Rating: Positive (4) Rate comment: Positive | NegativeReport this comment

12. Posted by KKK, 03/04/2024 12:06

"Sorry, Im a McLaren fan, but this livery just doesnt do it for me. It looks rubbish"

Rating: Positive (2) Rate comment: Positive | NegativeReport this comment

Another "bespoke livery" for McLaren

LATEST NEWS

RELATED ARTICLES

LATEST IMAGES

POST A COMMENT

Post your comment

READERS COMMENTS

Share this page