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July 08.2025

2 Minutes Read

How Expensify's Bold Move Secured Prime Crossover in ‘F1’ Film

Race car drivers in conversation showcasing product placement in film.

How Expensify Scored a Major Role in 'F1'

In today’s crowded marketplace, getting noticed can be a Herculean task for brands, but Expensify has found a way to hit the jackpot with a high-profile placement in Apple’s blockbuster film, ‘F1’. This strategic move has put the expense management software brand front and center in the fast-paced world of Formula One racing, a genre known for its passionate audience and robust brand affiliations.

Unpacking the Strategy Behind the Placement

On a recent episode of the Brand New World podcast, Expensify’s CFO Ryan Schaffer shared insights into the decision-making process that landed the brand such a prominent role. The film showcases real-life Formula One dynamics with contributions from renowned driver Lewis Hamilton and a lineup of legitimate sponsorships. Schaffer noted that while the brand was designed to be an integral part of the F1 team dynamic, the reach it has garnered surpasses expectations.

The Unexpected Payoff of Product Placement

Not only does Expensify feature prominently on race cars and driver apparel, but it even becomes part of the storyline, as seen when Damson Idris’s character promotes the brand in a commercial during a pivotal scene. This level of integration transforms mere advertising into narrative elements, making the brand relatable and accessible to audiences. Schaffer remarked, “We have 20 companies right now promoting our logo without even realizing it.” This kind of organic reach proves to be invaluable for brands, especially for those competing against more established names in the market.

Why This Model Matters for Brands Everywhere

Multiple aspects of product placement explored in this scenario can provide lessons for marketers beyond the film industry. The blending of sponsorship with narrative creates a unique viewer experience, enhancing brand awareness without overt advertising. Tim Nudd, a creativity editor at Advertising Age, expressed intrigue over how such innovations could set trends in future campaigns—brands leveraging storytelling to build connections with consumers.

This case of Expensify in ‘F1’ represents a shifting paradigm where brands no longer just get billboard space; they become integral to the story. It's a model that companies and marketers should consider as they navigate advertising strategies in an ever-evolving marketplace.

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How Expensify's Bold Move Secured Prime Crossover in ‘F1’ Film

How Expensify Scored a Major Role in 'F1'

Unpacking the Strategy Behind the Placement

The Unexpected Payoff of Product Placement

Why This Model Matters for Brands Everywhere

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