While the eyes of the F1 racing world are trained on Las Vegas this week, Michelob Ultra is looking toward next year, creating an hour-long special that will pit one current champion driver against past legendary drivers in a first-of-its-kind real vs. virtual race. 

The “Lap of Legends” television special, which will air on AMC, BBC America and The Roku Channel in the U.S. and will be distributed across 28 countries around the world next spring, was created in partnership with Formula 1 team Williams Racing. The program will pit one real driver against seven of the team’s legendary former drivers – including Jenson Button, Jacques Vileneuve and Mario Andretti – in a 16-lap race. 

The brand released a trailer for the program just in time to capitalize on interest in F1 racing, as Las Vegas hosts the final U.S. race of the 2023 Formula 1 season this weekend.  The spot intercuts past and present footage of Williams team racers with onscreen text reading, “One racing team dominated the past. But now the pressure to win is higher than ever.” The spot continues to lay out the premise of pitting the real and virtual drivers at the Silverstone Circut in Towchester, U.K.

To create the program, Michelob Ultra and Williams Racing used artificial intelligence to analyze thousands of hours of racing footage and historical data to mimic the racing style, technique and strategies of the Formula 1 legends and their original cars. Using that information, one real Williams driver will race against these phantom recreations to see who is best. 

“We're once again using technology in service of great storytelling. With 'Lap of Legends,' we are delivering Michelob Ultra’s point of view with a unique piece of entertainment that fans will most surely enjoy,” stated Ricardo Marques, vice president of marketing for Michelob Ultra. “We're also incredibly proud to count on this partnership with Williams Racing; undoubtedly one of the most iconic names in the history of Formula 1.”