Vuse, the US-based vape brand sold as Vype in some countries, teamed up with the award-winning UK band Rudimental and the car maker McLaren on a project called Routes of Inspiration. At its center was a four-part video series meant to encourage creativity in audiences around the world by looking at the people, ideas and processes behind major innovations. Exclusive performances and competitions were planned alongside the videos.
What the series covered
The four episodes were published on YouTube, and the first episode was out when the partnership was announced. In it, Rudimental travelled to the McLaren Racing team’s base, learned about the car and met James Key, McLaren’s Technical Director.
- Episode two: Zak Brown, McLaren Racing CEO, and Daniel Gallo, McLaren Executive Director of People and Culture, on collaboration and team spirit.
- Episode three: production director Piers Thynne on why the right environment matters for creative work.
- Final episode: scheduled for Dec. 11, closing the F1 season with a Rudimental performance.
The project also included a live-streamed virtual concert by Rudimental in London to mark the close of the F1 season, plus a live DJ set from the band.
What the partners said
Locksmith of Rudimental said the band’s music is about inspiring people and bringing them together, whatever their background. He added that the group enjoyed its time at McLaren Racing, learned a great deal there, and was struck by how much music and sport share where inspiration is concerned.
Elly Criticou, Vapour Category Director at BAT, called the activation “a big move for Vuse” as the brand tried to reach its adult consumers more widely by joining up its music and sport partnerships. She noted that lockdowns were still in force in many places and that the creative sector was suffering as a result, and said the company was pleased to offer fans a creative outlet at home together with an exclusive Rudimental performance.
Mark Waller, McLaren Racing’s Managing Director of Sales and Marketing, said working with Vuse reflected the brand’s commitment to innovation, design and advanced technology.
Background to the deal
Vuse makes simple, sleek devices including the Vuse Alto, Vuse Vype ePod, Vuse Vibe and Vuse Solo. Through this collaboration it wanted to celebrate the brand, connect with people, and show that inspiration can turn up anywhere, including in unexpected places.
Other vape brands had worked with musicians before to raise their profile. At the time, though, Vuse was the only e-cigarette brand with its logo on a car in the IndyCar Series. The Vuse and McLaren partnership was officially announced in February, and Vuse officials said then that they intended to hold customer events throughout the season. Once the coronavirus outbreak shut down live entertainment, the performance appears to have been moved online.
Motorsport and McLaren fans were the obvious audience, but the episodes are short enough for anyone curious to watch. Vuse was expected to keep working with Rudimental and McLaren Racing on further initiatives through 2021.