Uber Turns Madrid into a Formula 1 Circuit for the Spanish Grand Prix's Race Week

Sep. 10, 2026

Only 1% of Formula 1 fans ever get to experience a race live. With that in mind, Uber launches Interferences, an activation created by Ogilvy Spain with the participation of PHD Media (Omnicom Media). Together with Mastercard and McLaren Racing, the campaign aims to bring the excitement of motorsport to the rest of the fans during the Race Week in Madrid.

The campaign is built around the glitch — a visual and sound interferences that breaks into everyday life — as its central narrative and visual device. In the lead spot, the music playing inside an Uber is suddenly cut off by the roar of Formula 1 engines and McLaren Racing's team radio chatter. That roar is the trigger: through these glitches, the black car transforms into a papaya-orange McLaren Racing single-seater as it drives through the streets of Madrid, with a knowing wink that will keep even the sharpest-eyed fans on their toes. The campaign runs in 6", 15" and 30" cuts across TV, digital and social media. On top of that, one lucky user will get to meet Lando Norris in person during Race Week and race against him on an F1 simulator.

Arnaud Gouénard, Head of Marketing at Uber Spain said:

"Madrid has become a city capable of attracting some of the world’s biggest sporting and cultural events. And when hundreds of thousands of people turn out for moments like these, mobility becomes a key part of the experience. That's why, with Formula 1 back in town, we didn't want to do just another campaign — we wanted to bring the thrill of F1 to the whole city and put Uber right at the center of it. Together with McLaren Racing and Mastercard, we want Madrid to feel Formula 1 long before the lights go out."

 

The race takes over the city

The activation brings the Formula 1 experience to different locations across the city, going beyond audiovisual content. At Madrid–Barajas Airport's Terminal 4, Uber has recreated an F1 pit stop, with a real McLaren Racing single-seater on display in the in the vehicle pickup zone— making arrival in Madrid the very first touchpoint of the experience for visitors during race week. 

At Callao metro station, the pedestrian tunnel gets a full transformation: synchronized lighting, immersive engine sound, and lenticular panels that reveal, step by step as people walk past, the Uber car morphing into the McLaren Racing single-seater.

On top of that, a fleet of vehicles wrapped in McLaren Racing's signature papaya orange will be out on the streets all through Race Week, alongside a takeover of downtown Madrid's biggest digital screens — Cines Callao, Cine Capitol and Palacio de la Prensa.

Patricia Medeiros and Pablo Cachón, Creative Directors at Ogilvy said:

"Our goal wasn't just to run a campaign between two brands, but to make people feel the pure adrenaline of Formula 1 right in the palm of their hand. We wanted to break up the routine of an everyday ride and inject it with the tension, speed and excitement of top-level racing."

 

On the app, too

Within the app, users will be able to book one of the limited-edition Uber GP vehicles, take part in gamified experiences and win priceless prizes from McLaren Mastercard Formula 1 Team during Grand Prix week.

The campaign will run across TV, digital, out-of-home and social media.