Google's Chrome Speed Challenge spot features F1 McLaren driver Lando Norris, and rap artists Busta Rhymes and Lil Yachty. The campaign aims to merge one of the world's fastest browsers with the fastest sport stars and rappers.
The creative spot aimed at social media sites is part of Google 50th anniversary celebration of hip hop music this summer, but it does take a bit of explanation to understand the message behind the meaning.
Yachty and Rhymes wanted to prove the speed of his rap could match the technical speeds of Google Chrome, and the speed in which Norris drive.
Produced by ATTN’s Creative Shop, the campaign features a :90s video introducing the challenge, with Rhymes and Yachty performing original lyrics about speed and Google Chrome that match the pace of Norris’ quickest lap ever, 1:14.693 (miles per hour) MPH.
To find the corresponding tempo, the MPH of Norris’ lap was converted to beats per minutes (BPM). Yachty and collaborator Earl on the Beat created a variable BPM base track to synchronize with the speed of Lando’s McLaren driving.
A music video from Busta Rhymes and Lil Yachty accompanies the spot on Tiktok, encouraging fans to join the Google Chrome Speed Challenge by creating and sharing their own.
EssenceMediacom, GroupM's newest and largest agency, also supports the campaign.
Lil Yachty’s Instagram and YouTube channels will share the campaign, with the challenge video running in media throughout July.