Even if you haven’t visited Las Vegas recently, it would have been impossible to not have become aware of the Las Vegas Sphere, a giant spherical LED screen which has made as big an impact on the advertising game as it has on the Vegas skyline.

This weekend, Las Vegas will host its first Formula 1 Grand Prix in 41 years, with cars set to battle it out on a street circuit that includes the Las Vegas Strip and takes in the bright lights of Caesars Palace, the MGM Grand and many other iconic buildings.

Aston Martin is taking full advantage of this opportunity to promote its content - something that has been in development for the last few months.

Visible from the circuit and repeated multiple times until the start of the Grand Prix, the 90-second sequence on the Sphere shows the Aston Martin badge, the Scarab Beetle – the inspiration from which the Aston Martin winged marque was born in the 1930s, Formula 1 car, DBX707 - the world’s most powerful luxury SUV - and DB12, the world’s first super tourer.

Following qualifying, the DBX707 will be showcased on the track for an exclusive 15-minute demonstration and for those interested in off road adventures, Aston will be offering experiences in the SUV in the Nevada desert.

Marco Mattiacci, Global Chief Brand and Commercial Officer of Aston Martin said: “With the United States being our largest market and brand community, the Las Vegas Grand Prix creates a new landmark in the F1 calendar and will see our biggest ever race marketing and VIP hospitality presence.

“Targeting much more than brand awareness, our activities are an example of how we are maximising the tremendous global platform of F1 to drive reappraisal of Aston Martin amongst new audiences, infuse our products with the sport’s high-performance DNA and connect our community through unique luxury experiences.

The Las Vegas Grand Prix takes place this Sunday at 6am UK time.

Words: Mike Booth
Pictures: Aston Martin