Formula 1: Drive to Survive proves why human stories power modern PR

The power of a story can transform how people view a topic. Take, for example, the runaway success of Netflix’s Drive to Survive mega series. Following the high-speed world of Formula 1 racing, it transformed the sport from something that middle-aged men watched on the sofa on Sunday afternoons, to the fastest growing sport in the world, with an almost equal male and female fanbase. But was it a masterclass in storytelling strategy? Not exactly. More a perfect, if accidental, storm. 

While the first series was being filmed, Lewis Hamilton dominated the championship, and the on-track drama was, well, dull. So the producers changed their approach: rather than focusing on what was happening on the track, they focused on what was happening behind the scenes: the human drama unfolding at the back of the pit lane garages and behind the doors of the highly polished motor homes.

For the first time audiences were introduced to the people behind the world’s fastest sport. Stripped of helmets and hype, the drivers and team principals became recognisably human. And despite the glamour and the eye-watering salaries, viewers discovered they had more in common with elite athletes than they’d ever expected. 

The release date of the first season also coincided with the height of the Covid pandemic, and as the world quarantined at home searching for something to dull the boredom, many stumbled across the show almost by accident. Like most cultural moments it soon hit a tipping point, going on to become a global phenomenon. 

Emotional investment

There probably aren’t many people who can understand what it’s like to drive the world’s fastest cars around race tracks at over 200mph – but they can connect to the humans driving them. The feeling of imposter syndrome, the pressure of performing, the emotions of being away from family, the nerves of the first day at a new job, the pride of delivering a good piece of work… these universal emotions create connection – and connection is the foundation of engagement. 

Drive to Survive has since become the blueprint for modern sports documentaries, inspiring similar formats from cycling and rugby to topline golf. Many sports promoters see it as a silver bullet in taking a niche sport and hitting the big time – but it’s rarely that simple. The core fundamentals of storytelling, rooted in neuroscience, remain unchanged: character, setting, tension, action, climax, and resolution. Crucially, however, tension cannot exist without connection. Before audiences care about outcomes, they must care about the people. Love them or loathe them, audiences need to become emotionally invested in the high stakes, win or lose world of sport. Creating that emotional investment is where storytelling succeeds, and where the PR profession is uniquely placed to lead. 

Value imperfection

So, what does Drive to Survive teach us about communication beyond the world of sport?

Visibility does not equal relevance. Attention is no longer won through information alone. We’re constantly bombarded with facts, figures, features and functional messaging that is not connected to wider relevance and so that information is never retained by the audience. It’s the old adage that people don’t care what you do – they care why you do it. 

Businesses often default to talking about what they do, but that has little meaning. The real opportunity lies in showing who they are through the people living the reality of the organisation every day. 

And the way they stand out from the crowd is not about shouting the loudest to attract the most attention. Instead, it’s about being relatable. If we want to create change, we must establish emotional connection. 

Corporate narratives work best when they’re communicated through human experiences. Formula 1 didn’t grow its audience through its brand; they grew it through emotional connection to the individuals within that brand ecosystem.  

So, don’t be afraid of imperfection – it’s a great tool to demonstrate trust, and to connect with your audience. At every race weekend, Formula 1 shows conflict, failure, ego – and vulnerability. Its raw and often messy emotion is in stark contrast to the pristine glossy backdrop of the pit wall and shiny race cars. The contrast of the two helps amplify the authenticity. And this always beats perfection, especially in an era of scepticism.

Finally, the series reinforces a truth that PR professionals have long understood: connection comes before persuasion. In an age where brands compete not just for market share, but for attention and trust, the role of PR has never been more critical. Our value lies in helping organisations find the human stories that already exist within them and telling them in a way that earns connection, not just coverage.

CIPR member Stevie Brown, is a senior communications and commercial leader who helps organisations grow by advising senior leaders on communications strategy, leadership narrative and organisational performance. Earlier in his career he competed at national level motorsport – an experience that shaped his performance mindset.

Further reading

Why the press office is more alive than ever before

Why ethics matter more than ever in media intelligence

PR agencies must get a grip on cash flow, investment and financial literacy