Mercedes is seeing life through rose-colored glasses in Miami

Written by Sonia Romero
Mercedes is seeing life through rose-colored glasses in Miami
Credit: Portrait de Kimi Antonelli, pilote italien pour Mercedes-AMG PETRONAS, au Grand Prix du Japon 2026 à Suzuka. Crédit photo Overtake Agency / Kohei Hirota

In just a few seasons, the Miami Grand Prix has become the perfect stage for the paddock's most high-profile marketing campaigns. This year, Mercedes has decided to go all out with its partner Nu, banking on a strong—and unapologetic—visual identity.

For the first time, George Russell and Kimi Antonelli will wear not one, but three different race suits over the course of the Miami Grand Prix weekend. What do they have in common? A very distinctive shade of purple, directly inspired by Nu's visual identity. Behind this aesthetic choice, Mercedes has crafted a true narrative: each suit corresponds to a stage in the brand's expansion, from its origins in São Paulo through Latin America to its establishment in the United States.

The idea, therefore, goes beyond a simple coat of paint. It is part of a global campaign, featuring a promotional short film, a heightened presence in Miami, and even an immersive experience in the city. The goal is clear: to leverage the unique exposure of the Florida weekend to bring this partnership—launched in 2026—to life.

A few lighthearted jibes on social media

But inevitably, in Formula 1, such a striking visual choice never goes unnoticed. And this intense purple quickly sparked a reaction. On social media, comparisons soon began to surface, with some fans seeing a rather amusing resemblance to a famous chocolate wrapper. Nothing too malicious, but enough to make the rounds of the digital paddock in a matter of hours.

As for Mercedes, it's hard to imagine this as a surprise. On a weekend where image matters almost as much as performance, provoking reactions is part of the game. And in that regard, the gamble has paid off: the livery—or rather, the suits—are already the center of discussions even before the cars hit the track.

Now it remains to be seen whether this bold choice will also translate into performance. Because beyond style, it's always the lap times that count. And whether in purple or black, the rule doesn't change.